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REBRANDING

REBRANDING. PREPARED FOR:. Twin Lakes . Three Brands. Branding Options. Keep the current TLTC logo, remove “telephone” Update the logo for the Cooperative only Brand all three companies under one umbrella name

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REBRANDING

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  1. REBRANDING

  2. PREPARED FOR: Twin Lakes

  3. Three Brands

  4. Branding Options • Keep the current TLTC logo, remove “telephone” • Update the logo for the Cooperative only • Brand all three companies under one umbrella name • Change the Cooperative and Communications logos only, and keep OnWav as it appears now

  5. Option 1 • Keep the current TLTC logo, remove “telephone”

  6. Option 2 • Update the logo for the Cooperative only

  7. Option 2 (cont.) • Update the logo for the Cooperative only

  8. Option 3 • Brand all three companies under one umbrella name

  9. Option 3 (cont.) • Brand all three companies under one umbrella name

  10. Option 4 • Change Cooperative and Communications, keep OnWav the same

  11. Option 4 (cont.) • Change Cooperative and Communications, keep OnWav the same

  12. Examples of companies that have decided to make the switch to a new, updated logo and name change. Canby Telephone Association rebranded to Canby Telecom

  13. The company began as Canby Telephone Association. • Add subsidiary “DirectLink” for TV, LD, VM and Internet • Added “Web-ster” for Internet only. • Consolidated down to CTA and Web-ster when closed TV. • Added TV back (2005) and needed to consolidate brands – chose new name and brand CanbyTelcom to represent all services.

  14. Multiple companies – phone, Internet, wireless • Five Oregon locations, “Cascade Telephone”, “Cascade Access” etc. • One Arizona location “Mesquite Telephone” etc. • Changed to one name and brand for all “Reliance Connects”

  15. Examples of companies that have decided to make the switch to a new, updated logo and name change. UBTA-UBET Communications Rebranded to Strata Networks

  16. The company began in 1948. • They changed their brand name in 2009. • Their website lists the legal name of the company is still UBTA-UBET Communications. • They do business under the STRATA Networks name for advertising purposes. • They describe how they have moved forward for their customers – adding layer upon layer, strengthening and building upon the cooperative’s original foundation.

  17. It allows Starbucks to branch off of its core brand and sell additional branded product lines such as tea, pastries, and not just stand alone coffee.

  18. 2012 1987 After 25 Years, Microsoft made headlines when it changed its italicized logo and changed to a more updated, colorful look. Microsoft is an example of a functional brand name – Microsoft – for the software they create. Microsoft took its inspiration from their products offered and created the new design.

  19. Comcast changed its logo to look like the NBC logo since it acquired 51% in 2011.

  20. Recommendations After comparing the pros and cons of the 4 options for rebranding and researching other company rebrands – It is recommended to follow through with option 3:Change logo to be universal under one umbrella name for all 3 companies – Cooperative, Communications and OnWav. There are many companies who have gone through various logo changes through their decade’s long histories. The question is, “Why?” When companies have changes in their organization, sometimes it is the clear choice to reflect those changes with an updated look to their company.

  21. Recommendations Each brand and company evolves at its own pace through the years. Not every specific change should be reflected in one logo, however, creating a logo that reflects the overall services of the company is important. It is also important to evaluate the company brand and image when introducing multiple new company products and services, which Twin Lakes is currently doing just that. The timing is perfect for this switch that we believe is essential to Marketing Campaign Success and the success of the Company as a whole.

  22. Recommendations The older demographic is the majority of our current customer base according to our recent survey conducted by Pivot. While we agree Twin Lakes should stay a part of the name and logo, we feel a much more modern, high-tech logo and marketing campaigns are needed to attract the younger generation, which is the most technologically driven. Whether someone new is coming into our service area or our current customers become interested in additional services, we want to ensure those individuals understand what we have to offer and can visually see our growth.

  23. Recommendations Marketing and Advertising will be much simpler financially and technically. Campaigns will have that updated feel to them as well. The benefits gained from rebranding to one unified logo with functional brand names attached highly outweigh the cost and as we make these changes and it will create a positive reinforcement to our company culture. Now is the time to make the rebranding change.

  24. Discussion

  25. Next Steps

  26. THANK YOU

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