New & Improved – Brands/Marketing?

Alright, these days I have been reading about the post recessionary marketing which most of the brands have taken up in the form of re-branding.

What could be the major reasons behind the brand makeover? Is it just the growing competition? Or it is making a presence felt? Or it is to – stand out.

I personally feel that the basic idea behind Brand Creation is to ‘stand out’ and shout – I am Brand X. And this is my identity. But then I recommend…brand makeover but not re-branding to say so! Brand makeover is like adding up different accessories to your dress to make it look refreshing & even better.

So what do we mean by ‘New & Improved’?

Is it the new & improved product or it is the new & improved cosmetics of a brand?

Are we talking about the change in contents of a product or we mean the change in packaging? If it’s the case of hospitality industry – do we have some add-on facilities at the property or we are talking about the eco-friendly paints designs.

There is a thin line between service offering & service communication and that is where the Brands get confused or rather confuse the end consumer. No wonder the Brand Loyalty is always a vulnerable achievement.

Let’s go back in time & try to recall the brands which have been renewed over a period of time. Could you remember, the more powerful Vim Bar, the improved Rin – ab jyada shakti ke saath, the better tasting – Kissan Ketchup, the double power – Mortein etc. Chances may be that you could only think of – Sqeezo Kissan Jam, The curvy Nescafe bottle, the net bag of improved Rin bar etc.

More often, it’s the packaging which is new & improved and of course the claims like better taste, better immunity, kills more germs or extra powerful etc.

New & Improved – Attractions!

The new & improved marketing is most difficult to comprehend in the consumer products as most of the electronic & white goods have better improvements or rather we can say whether communication.

A new & improved automobile brand is almost always acceptable because they say that its engine is improved or may be few add- on safety features etc. The only thing is here the new & improved is an extended service or a facility.

Going with the current affairs of marketing communication, even the real estate is coming up with their new & improved versions. Some projects are sustainable buildings where as other have in-house facilities.

Well, the cosmetic version of new & improved marketing is a temporary change in brand but are we really working on making our brands – new & improved! I leave it on that note.