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You will be surprised to study case studies of \u201cre-launching\u201d around the world, especially when some successful brands still use this strategy.<\/em><\/p>\n \u201cRelaunching\u201d is not a strategy reserved only for businesses in dire straits.<\/p>\n Therefore, the goal of this article is to provide successful lessons about \"re-launching\" strategies for brands in general.<\/p>\n However, students often confuse the concept of \"re-launching\".<\/p>\n 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?<\/p>\n And when you study the \"re-launch\" strategy, you can realize that \"re-launch\" is almost as effective as other strategies.<\/p>\n Dove's strategy (1) is probably one of the most successful \"re-launch\" examples in recent years.<\/p>\n 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.<\/p>\n Since then, the idea has been implemented through educational programs and online interactive channels aimed at girls making new products like \u201cPro-age\u201d easily linked to the planned brand concept.<\/p>\n There are 3 points to draw from Dove's \"re-launch\" strategy:<\/p>\n 1. Before implementing the \"re-launch\" strategy, this brand was developing well<\/p>\n<\/blockquote>\n 2. The idea of \u200b\u200b\"re-launching\" is a way to promote what the brand already has, not a way for the brand to change its strategy<\/p>\n<\/blockquote>\n 3. Ideas come from emotions.<\/p>\n<\/blockquote>\n Finally, as shown by IPA dataBANK data, emotional communication has a stronger impact than rational communication (2).<\/p>\n A great idea must have great implementation steps.<\/p>\n 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.<\/p>\n Once again, redefining with emotional promotion of lasting brand value has helped the brand achieve new successes.<\/p>\n The above two examples are typical examples of the art of \"re-launching\", but are they true for other industries?<\/p>\n Another brand that is also in trouble is Kodak (4).<\/p>\n Marketers often rely on product proof and then introduce it to the public.<\/p>\n The \"relaunch\" strategy also saved United Airlines' bid for business passengers (5) in the context of the airline being on the brink of bankruptcy.<\/p>\nDesperation?<\/strong><\/h2>\n
Safe play<\/strong><\/h2>\n
Real beauty <\/strong><\/h2>\n
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<\/picture><\/figure>\nReal (slimming) food <\/strong><\/h2>\n
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