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You will be surprised to study case studies of “re-launching” around the world, especially when some successful brands still use this strategy.
“Relaunching” is not a strategy reserved only for businesses in dire straits.
Therefore, the goal of this article is to provide successful lessons about "re-launching" strategies for brands in general.
However, students often confuse the concept of "re-launching".
What is the art of turning a "re-launch" strategy into success when there is a paradox between refreshing a brand and maintaining existing value, not to mention brands tend to play it safe in all games due to fear of risk?
And when you study the "re-launch" strategy, you can realize that "re-launch" is almost as effective as other strategies.
Dove's strategy (1) is probably one of the most successful "re-launch" examples in recent years.
The "celebrating curves" strategy has been "relaunched" as "campaign for real beauty" thanks to the creative team realizing that they still have many aspects to exploit a seemingly old idea.
Since then, the idea has been implemented through educational programs and online interactive channels aimed at girls making new products like “Pro-age” easily linked to the planned brand concept.
There are 3 points to draw from Dove's "re-launch" strategy:
1. Before implementing the "re-launch" strategy, this brand was developing well
2. The idea of "re-launching" is a way to promote what the brand already has, not a way for the brand to change its strategy
3. Ideas come from emotions.
Finally, as shown by IPA dataBANK data, emotional communication has a stronger impact than rational communication (2).
A great idea must have great implementation steps.
The solution involved a new product line (Optima) and more importantly it was an emotional campaign that redefined the commitment to safe, long-term weight loss.
Once again, redefining with emotional promotion of lasting brand value has helped the brand achieve new successes.
The above two examples are typical examples of the art of "re-launching", but are they true for other industries?
Another brand that is also in trouble is Kodak (4).
Marketers often rely on product proof and then introduce it to the public.
The "relaunch" strategy also saved United Airlines' bid for business passengers (5) in the context of the airline being on the brink of bankruptcy.
“Relaunch” was also applied to NASDAQ (6) when this company encountered problems in 2002. The 2002 dot-con crisis caused the number of companies listed on the stock exchange to decrease significantly.
In fact, this company must re-model business associations from companies on the verge of bankruptcy into modern, competitive companies.
In addition, there are many successful cases thanks to "re-launching" such as Johnnie (7) and Jack in the Box (8), but except for Dove and Johnnie Walker, other brands use this strategy when facing adversity.
We will end the article with the case of Ax (9) – A brand that frequently repeats its message is a health brand.
However, the brand faced different challenges than the above cases: how to launch a new shower gel product.
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Author: Peter Field is a marketing consultant. Effectiveness Awards in 1998. He is an honorary member of the IPA.
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1. Dove – ‘Celebrating curves’.
2. L Binet and P Field: Marketing in the Era of Accountability.
3. Slim•Fast: Tummies.
4. Kodak: Brand transformation.
5. United Airlines – It's time to fly.
6. NASDAQ – Listed on NASDAQ.
7. Johnnie Walker – Keep Walking.
8. Jack in the Box – Jack’s back – the story of Jack in the Box’s comeback.
9. Ax: How dirty boys get clean.
