If you plan to run a re-branding campaign, this post will help you understand the details involved aside from a compelling logo design. Hopefully, you can apply these tactics to come up with your own campaign.

Last October, casual dining restaurant Applebee’s has launched a re-branding campaign through its new logo design, tagline, uniforms, menu, and advertising campaign. Advertising agency McCann Erickson has helped Applebee’s reposition its image as a special place for people to come together.

Here’s a quick rundown of the process:

Research. McCann conducted a survey among 400 casual dining customers for better understanding. Overall results show people want to reconnect with their family, friends and coworkers in today’s fast-paced world.

Implementation. Using the insights gathered, Applebee’s has made the following changes:

1. New logo design to make it more modern and identifiable. You will also notice the use of a more emotional tagline from a simple “Neighborhood Grill & Bar” to “Together is Good”.
2. Casual Uniforms. Using black collared or button-down shirt and denim jeans or black pants helps create a casual and fun ambiance.
3. Better Menu. Aside from enhancing the photos in the menu, Applebee’s also added new categories and improved its current offerings to add more value to customers.
4. Funny Ad Campaign. Leveraging on its financial resources, Applebee’s has placed ads in different media from TV, newspapers, and Websites.

Although it is too early to tell if these efforts will pay off, what is important is you have an idea how re-branding really works.

Via Brand New

This entry was posted on Tuesday, November 27th, 2007 at 1:32 pm and is filed under Branding. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.