Them. Our Branding Company Competitors
Branding Company Competitors.
A sorry lot.
Our esteemed *branding company competitors
They have no idea what they are doing. They are so clueless, that they actually feature and brag about some of the worst excuses for rebranding we have ever seen. (*By the way, as you read this notice that we have to sneak in the exact term Branding Company Competitors so that Google knows what this page is about).
Here is just a few examples of the shoddy work:
They are an advertising agency pretending to be one of our branding company competitors. We are not sure who is to blame here. Deutsch for the masquerade or Yum Foods for not knowing the difference.
Work by Deutsch LA is loosely considered one of our *branding company competitors (a part of Omnicom)
Pizza hut is in desperate need of a rebrand (you can read about the problem here as we have written extensively on the pizza category).
In shorthand, Pizza Hut has no problem with awareness. But they have a BIG problem with preference. No matter what they have tried to do they can’t get beyond the $10 price barrier.
If they charge $11 bucks, Pizza Hut buyers go to one of the many pizza shop competitors who are still at $10.
They NEED customers to prefer Pizza Hut to other competitors regardless of the special coupon or premium add-ons like free soda or some innocuous pizza-dough concocted desert.
So, what did Pizza Hut do? They hired an ad agency to rebrand them.
What did they get in return?
A new logo, TV commercial and a continued reliance on coupons and the $10 ceiling still in place.
No increased preference.
What the hell does any of this have to do with repositioning Pizza Hut for increases in preference not related to PRICING? Jeez.
These guys claim to be a Branding Company. They have no excuse for this shoddy work. Someone should have told The NEW American Airlines the truth. “You need a NEW Brand”
American Airlines (Excuse me… The NEW American Airlines)
Work done by Future Brand (a part of Omnicom. Seems like a pattern is developing amongst our *branding company competitors)
American Airlines merged with (or bought, depending on your whim) US Airways.
All of the US carriers suck and everyone hates them and the experience of flying.
With a merger of this size, there WAS an opportunity to redefine what an airline should be and why WE should care.
Nah. Just slap on a new logo, add NEW to the brand and claim all the table stakes already claimed by ALL the other competitors (like on time service, caring about the customers, nice roomy business class and a GREAT affinity program).
What did they get in return?
A new logo, New TV commercials and a continued reliance on captive routes and limited choices. And, they got a great new theme!
“The largest Airline in the World.” God knows. That’s why I fly them!
Phew this stuff really stinks.
I’m an Elite member of the American Airlines Frequent Flyer program. I fly them because I HAVE to. They OWN my Airport.
The smiling macaroni is so happy and friendly that I am going to run out right now and buy a delicious box of it!
Kraft Mac & Cheese (more like… Kraft & maybe cheese)
Work done by Landor (NOT a part of Omnicom for a change)
Kraft foods, still dominates the boxed prepared macaroni and cheese market. And, according to Landor, was losing share because the color palette was being hijacked by private label brands.
What this means is that Landor and Kraft believe the buying public are idiots and don’t know the difference and are buying the private label brands because they are confused.
I’m sure it has nothing to do with a pricing ceiling and an appreciation by shoppers that there is little difference for the price difference.
In other words… They have a PREFERENCE problem!
Enter Landor. Just slap on a new logo, and add a smile made out of macaroni to make the brand FRIENDLIER
You just can’t make this stuff up.
Great news everybody! The happy box of wonderfulness is even available in DELUXE. For all of those special occasions when plain boxed is not good enough.
If you have not had enough of all this crap passing itself off as REBRANDING. Here is a link that will take you to an entire page of our competitors. No need to pick any one in particular. The story is the same for all of them.