Another High Street Rebrand

[WillPS]

Often when a company is purchased the brand is retained by the owner, and it is a condition of purchase that the new owner rebrands within a certain period of time. In cases like these, where it appears a family owned garden centre is sold to a chain, the family probably wanted to ensure that their reputation would not be affected once they had lost control.

Looking at this from a sort of sideways view, it's a bit like the Virgin group. They regularly sell their companies on, and are often willing to let the new company keep the Virgin name - for a price. That price is effectively a valuation on the risk which the Virgin Group is putting in to the continued use of their name... think of how much of a PR disaster it would have been for Virgin if Zavvi had gone under using the Megastores brand. (Thinking about it, this is probably the reason Branson chose to sell for next to nothing rather than shut up shop, but still...)

[Inspector Sands]

There's a similar thing happening with the Jongleurs comedy clubs at the moment. The owner, Regent Inns have gone under and the best performing venues (not just Jongleurs but Walkabouts too) have been sold to a management buy out. However the founders of Jongleurs retained rights to the brand when they sold it and they have reverted back to them.

The new company, Intertain has got an extension so they can use the brand over Christmas but then must stop using it. The brand owners are starting up a new chain called Jongleurs with the first one opening next month
http://business.timesonline.co.uk/tol/b ... 896151.ece

It'll be interesting to see how it goes, especially as Jongleurs had such a bad reputation amongst some for being over-commercialised and full of stag do's

[Chie]

Age Concern and Help The Aged have combined to form...... ageuk



I'm beginning to wonder how long before the country is completely devoid of any creativity or imagination whatsoever. It's the same with TV programmes: 'The Politics Show', 'The One Show', 'The <insert celebrity name here> Show'. Presumably the highly-paid yet seemingly talentless people who thought up these boresome titles would have called a programme like Top Gear 'The Fast Car Show'!

[Gavin Scott]

Age Concern and Help The Aged have combined to form...... ageuk

With Brian Cox (brilliant Scottish actor rather than the scientist on the BBC who shares his name) doing the ads.

Very good they are too, but it does sound like "AIDS UK" both times he says it.

[wells]

Age Concern and Help The Aged have combined to form...... ageuk

I guess they didn't want people to get offended by the implication that old people are unable to help themselves. But that makes the whole concept of the charity offensive. It reminds me of a story not long back in which I think one of those charities, came out and said the road signs with old people on them were offensive. Well sorry, Would they rather we didn't have them? and put old people further atrisk.

Anyway, I reckon it sounds like a TV channel consisting entirely of Last of the Summer Wine and Countdown. I can see them getting tired of that name soon and rebranding as 'Joan'.

[aeonsource]

While eating some 'Mikado' today I noted that the semi-famous Kraft logo had changed to a generic lowercase thingy.


What do you think, seemingly pointless rebrand to me.

The old logo was good.

Once again the old logo was in UPPER CASE and this one is in lower.
What is it with branding agencies and their obsession with lower case logos?
It doesn't seem any more 'friendly'

There was also this logo.

But that was seemingly replaced with the lighter one up top.

Also this is the blurb

With a new purpose and values setting a fresh direction, Kraft Foods also gave its corporate logo a facelift to more clearly deliver "delicious." Starting today, people around the world will begin to see the new identity that deliciously features a smile, the natural reaction to delicious foods and experiences, and a colorful flavor burst. It signals to employees, consumers and investors what the new Kraft Foods is all about.

(http://phx.corporate-ir.net/phoenix.zht ... ID=1257182)

[Nick Harvey]

Presumably so the word 'Cadburys' will fit in somewhere!

[WillPS]

Upper case has the effect of shouting, when people shout things at you you're not interested in hearing you'll ignore them.

[Cache]

I know that it's not at all 'high street' but insurance company Fortis has revealed a rebrand to Ageas. I only mention it because I like the new logo.




Oh, and apparently Gourmet Burger Kitchen is rebranding at some point this year according to Mad.

[Andrew Wood]

Not the High Street, but Google's had a slight tweak with its shadow:

From this


to this

[davidmcg]

It has been announced that the new name for T-Mobile and Orange will be Everything Everywhere

http://www.guardian.co.uk/business/2010 ... everywhere