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How much does the rebranding affect CR ?

by OnlineProxy Banned
8 replies
Hi everyone, it's not the first time I've come across a situation, companies working in E-commerce and e-grocery, spending a lot of money on rebranding, everyone is happy, but the conversion rates and LTV do not grow because of this, even after 6 months.
#affect #rebranding
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  • Profile picture of the author Frank Donovan
    That's a pretty broad question. Rebranding is just one component in the marketing mix. It can't be expected to paper over faults in other areas of the product or service.

    Do you have any personal experience with rebranding?
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    • Profile picture of the author OnlineProxy
      Banned
      I didn't do the rebranding myself. I saw the result of the newly implemented brandbook. Yes, every 7-10 years it is desirable to rebrand, because you can turn into a visually backward company and it may entail risks, budgets for this task are very high.
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      • Profile picture of the author dave_hermansen
        Originally Posted by OnlineProxy View Post

        I didn't do the rebranding myself. I saw the result of the newly implemented brandbook. Yes, every 7-10 years it is desirable to rebrand, because you can turn into a visually backward company and it may entail risks, budgets for this task are very high.
        Say what? What an overly broad and generalized statement to make!

        You are, in essence, advocating that McDonalds, Walmart, Amazon, Google - name any super huge brand that does well - should "re-brand" every ten years? Why, when you already have an established brand and market?

        Very poor advice!
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        • Profile picture of the author OnlineProxy
          The rebranding process for giants happens regularly. I am not claiming that it is axiomatic to change a brand for 7-10 years, I am pondering what benefits they get from it
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  • Profile picture of the author Zoheb M
    I guess it will need a CRO audit before rebranding, and a power play marketing campaign while making the switch.
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    designing $100 landing pages, and talking business philosophy...

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  • Profile picture of the author max5ty
    The customers are the ultimate ones who brand your business in their minds.

    When a business says they're rebranding, they're actually trying to change the branding the customer already has in their mind.

    It can be done if done correctly...but what most businesses fail to realize is that it isn't about WHAT changes they make on their level...

    which is why most rebranding is a waste of time.
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    • Profile picture of the author Princess Balestra
      Originally Posted by max5ty View Post

      The customers are the ultimate ones who brand your business in their minds.
      Naht so sure they have quite the powah you imagine.

      For Moi, the huge practical ishoo is the RE-.

      In our lives, we all RE-, ovah an' ovah.

      Partly it is bcs where once we were babes, suddenly we become droolin' idjits wired up to life-savin' med hardware.

      Partly it is bcs where once you mighta expected the enda histry, now evrywan is shootin' the shit outta one anothah.

      RE- is a huge ask whenevah shit is too fixed to budge or too desprit to leap without knowin' WHAT NEXT?

      The oldah the brand (or belief), the hardah the RE-.

      How naht to alienate yr hardcore devotees asya seek to embrace noo subscribahs?

      It is kinda the 5th markit stage in Breakthrough Advertisin'.

      Plus, on a personal level, how canya transform long-held beliefs while simultaneously remainin' troo to self an' relevant to the emergent planit?

      MOVIN' TARGIT!

      RE- is trans + plans + still stands.

      Without renool, we all still clubbin' usselves to death in caves.
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      • Profile picture of the author max5ty
        Originally Posted by Princess Balestra View Post

        Naht so sure they have quite the powah you imagine.

        For Moi, the huge practical ishoo is the RE-.

        In our lives, we all RE-, ovah an' ovah.

        Partly it is bcs where once we were babes, suddenly we become droolin' idjits wired up to life-savin' med hardware.

        Partly it is bcs where once you mighta expected the enda histry, now evrywan is shootin' the shit outta one anothah.

        RE- is a huge ask whenevah shit is too fixed to budge or too desprit to leap without knowin' WHAT NEXT?

        The oldah the brand (or belief), the hardah the RE-.

        How naht to alienate yr hardcore devotees asya seek to embrace noo subscribahs?

        It is kinda the 5th markit stage in Breakthrough Advertisin'.

        Plus, on a personal level, how canya transform long-held beliefs while simultaneously remainin' troo to self an' relevant to the emergent planit?

        MOVIN' TARGIT!

        RE- is trans + plans + still stands.

        Without renool, we all still clubbin' usselves to death in caves.
        Customers have all the power.

        They make or break your business.

        A business says: "Hey, let's rebrand and change our colors...or our tone of voice...or our whatever...

        doesn't matter. The customer already has a brand in their mind about you.

        To rebrand you have to start at the customer level...

        not at the business level.
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