“Names, like fashion trends, often don’t age well,” notes Chadwick Matlin over at Slate’s The Big Money. In this week’s “Broadband” video segment, he looks at Radio Shack’s weird rebranding effort to get people to call it “The Shack,” even though it’s not changing its name, and even though “The Shack” isn’t any better. “Radio Shack has hedged its bets,” Matlin writes, “Splitting its identity in two and not choosing either. What’s worse, neither is especially impressive, or especially modern.”
Starbucks, after finally coming to terms with the fact that it is soul-crushingly bland, has been trying to reinvent itself as… well, not Starbucks. They’re stripping the branding from a few of their stores and renaming them after the communities that they’re in –– but one local coffee shop owner says they’ve gone too far to try to blend in.
Starbucks just keeps trying to reinvent itself — and it seems that they’ve tried everything. The only thing left to do is just to stop being Starbucks. So that’s what they’re doing.
KFC’s screwed-up grilled chicken promo doesn’t seem to have hurt the company after all; Yum CEO David Novak told investors and reporters this morning that it’s “the best product launch in our history” and has “changed the brand so much for the good.” People out there apparently really love the idea of KFC grilled chicken. [AdAge] (Thanks to R!)
Forget all that spin about listening to customer complaints: it looks like the real reason Tropicana killed off its rebranding push after only two months is because sales dropped by 20% during that period, while some big competitors posted double-digit gains. We have a feeling Tropicana is going to end up in a lot of business and marketing textbooks in the future. [AdAge] (Thanks to Ross!)
I’ve always thought “Jack in the Box” was a weird name for a fast food restaurant, but this new branding approach the company is rolling out in San Diego—where Jack HQ is located—seems like a step back. By isolating “Jack,” so much, they’re going to be sending immature people everywhere into fits of smirking. I keep imagining commercials with taglines like: “It’s time for a little Jack,” or “Hungry? Jack it!” Other than that, is it just me or does it look incredibly retro?
The Tropicana redesign disaster seemed strangely familiar to us, and we just now realized why: the Simpsons already did it.
The New York Times says that “loyal” Tropicana customers are up in arms about the new packaging, calling it “ugly,” “generic” and claiming that it looks like a store brand. Others say that the packaging makes it difficult to distinguish between the different varieties of orange juice.
When Pepsi redesigned their logo, we all just figure that they wanted it to look more like Obama’s. Apparently not. A leaked document shows that actually… the entire history of civilization and the formation of the theory of relativity was just some stuff that lead up to the new Pepsi logo.
In 1985, Coke added the word “classic” to its label when it brought back the original formula of the soft drink following the abject failure of its “New Coke” experiment. Now, finally, they are getting rid of it.
Consumer Reports just did a study about car brand perceptions, so we thought we’d compare the top 10 most highly perceived brands to their list of the most reliable car brands.
Beginning tomorrow morning, drug companies will stop peppering doctors’ offices with branded pens, bandages, tongue depressors, stethoscopes, calipers, mugs, prescription pads, soap dispensers, and t-shirts.
Best Buy is tired of their logo, so they’re testing a new one on those local guinea pigs at the Mall of America in Bloomington, MN. (Best Buy is headquartered in Minnesota, land of lutefisk, Garrison Keillor and Target.)
My husband and I were at the Cubs/Brewers game at Wrigley Field last night. At the door we were surprised to be given WaMu promotional string backpack/bags. This was in addition to the announced promotion, Carlos Zambrano bobbleheads.