For companies who have spent decades building brand equity and awareness around their brand, where’s the sense in rebranding?

The reasons behind rebranding are different for every company, however it all stems back to ensuring that your branding is still current and reflective of the product or service offering. (In the eyes of the consumer, of course).

As mentioned in The Australian article Brands must go with the flow in a changing world, with rapidly changing technology and ever growing consumer empowerment, brands now need the ability to go with the flow of social change.

Gone are the days where the trusty strong brands can remain static and not meet social and technological changes. This simply results in an out-dated brand and consumers will move on to the next best thing.

Closer to home, an organisation that has embarked on the re-branding process is General Practice Workforce. General Practice Workforce is a Government funded organisation that is in place to support and improve the health status of Tasmanian communities by facilitating adequate and sustainable access to health services.

General Practice Workforce were restricted by not only their branding but also their name, as their services are expanding into other areas beyond just General Practitioner recruitment

A SNEAKY ATTEMPT AT MARKET RESEARCH?
Not sure but you are not leaving without a bruising!
What a lot of tripe some adds serve up, seeming to put a negative up and turning it to a positive.
See the one for new Pepsi? you can buy 24 cans for less than $7!
Swamp water in cans, like the new Coke was.
See the new trend? two mates fishing both touching the same bait? hands touch and unstated but clear inference they are concerned about their man hood.
Are all add makers gay?
Women promised if they buy ten gallons of muck they will be young and witty forever?
You mob could sell anything to some but nothing to me.

Hi fellow travelers,
Rolls Royce do not advertise and they are the best...they don't have to....the product sells itself.
Coca Cola and Hungry Jacks advertise continuously and they are the w...t. The product does not sell itself.
Therefore logically rubbish needs advertising and advertising needs rubbish....sounds like commercial incest to me.

Oh dear, at+m integrated marketing of 150 Cimitiere Street, Launceston, Tasmania, Australia. Aren't you leading with your chin, just a bit?

According to your web site, aren't you supposed to be the goods on this? Shouldn't you be making the case - one way or another - for us to absorb and be educated by?

You most certainly need to brush up on your social media skills if you think this kind of advertising is going to attract quality clients.

Frankly, I wouldn't hire you in a fit.

But if you would like some advice on your go-to-market model - and you certainly need it - just let me know. My rates are not unreasonable.

Atm+M,

You are mixing up far too many entities for my liking. Brand and Brand Image are different entities; they are also quite separate from the product(s).

I don’t know where you learned your marketing but you might want to ask for your money back.

all true, every post.
But do they get any better than this?

@atmmarketing,

<< Brands must go with the flow in a changing world, with rapidly changing technology and ever growing consumer empowerment, brands now need the ability to go with the flow of social change>>

Yes to all counts.

And this is the way to do it
http://www.youtube.com/watch?v=jZkHpNnXLB0
http://www.youtube.com/watch?v=6Cf7IL_eZ38

Full marks Corning –I will never again associate the name Corning with boring old kitchenware.

And this ad changed my views on ants/anteaters forever.
Never ever, ever again will I associate them with dumb senseless creatures.
http://www.youtube.com/watch?v=4Ac9XE2Koxg

Incidentally, at+m integrated marketing of 150 Cimitiere Street, Launceston, Tasmania, Australia, here's a small rebranding tip for you.

Do not, in an attempt to streamline their image, suggest that General Practice Tasmania rebrand themselves as GPT.

A French speaker would pronounce it "J'ai pété"

Incidentally, if you are planning to do work for General Practice Workforce, wouldn't your relationship with Health Recruitment Plus constitute a conflict of interest? Perhaps not in Tasmania, I suppose.

Incidentally, if you are planning to do work for General Practice Workforce, wouldn't your relationship with Health Recruitment Plus constitute a conflict of interest?"

Aren't they [previously] one and [now] the same thing?

http://www.atmmarketing.com.au/client/casestudies/online/health-recruitment-plus.htm

I hope GrahamY is being paid for this...

Well spotted Wm Trevor. I'd missed that.

>>Aren't they [previously] one and [now] the same thing?<<

Which makes the opening post even more embarrassingly self-serving. They rebranded GPW back in October 2010, and are now looking for applause.

How pathetic.

If I were Health Recruitment Plus, I'd fire their sorry "integrated marketing" asses tomorrow. Apart from this somewhat degrading exposé, the HRPlus Facebook page went live a year ago, had one update in May last year, and has one single post.

Slack.

But I do have to ask myself why I have spent any time at all on this thread. Perhaps (he said, answering his own question) because it typifies much of what I find utterly depressing about SME businesses in this wide brown land of ours.

Even - perhaps especially - those that exist on government handouts.