opposite. So what makes or breaks a
rebrand? Redesign must happen for
the right reasons and symbolize a
transition in the company – not just
the packaging.
Eric Thoelke, president and
executive creative director of
TOKY, gives valuable advice when
it comes to redesigns. He asserts
that rebranding is very rarely done
for aesthetic reasons and almost
always done to strengthen the
business to compete better with
rivals or to signal a change in the
direction of the company, like a
merger, acquisition or spin off.
Companies may also choose to
redesign their brand if they’re
expanding their product offering
or target audience. However, if a
business is rebranding for the sake
of a fresh look, it’s usually a sign
there’s not enough investment in
the project to make it successful.
48 MAL 12/16 APRIL
Nation FM has “rebranded” how
many times? Have all these moves
from Nation FM to easyfm then
back to Nation FM been a success
stories? Question is did they satisfy
the factors needed to necessitate
a rebrand? I do not know if your
guess is as good as mine; after all
it’s a guess.
Congratulations
ON YOUR
RELAUNCH... AGAIN...
INSERT BORROWED
LOGO IDEA HERE
WE LOOK FORWARD
TO THE NEXT ONE.
Radio Africa takes a jab at NationFM
Let us look at the Britam rebrand
from Britak. They did maintain
their legal name of British
American Investments Company
(Kenya). Britam Group Managing
Director Benson Wairegi said
then: “We have decided to adopt
what you’d call a monolithic brand;
meaning a single brand which
embraces one culture and one set of
values”.
It is clear that Britam had strong
rebranding factors, goals and
processes. Something that is always
lacking in most companies even in
simple matters as redesigns. Britam
has clearly satisfied the Muzellec
and Lambkin (2006) rebranding
model. Their growth is evident in
the firm’s financial perfo rmance.