At Connected Accounting we can advise on many aspects of running and growing a business. Here are some traps to avoid when branding or rebranding...

Even the biggest companies can make branding errors...

Beware when rebranding

Although you should reassess your brand from time to time to ensure that it has not become outdated or inappropriate, it is important not to alienate your existing customers.

One of the most famous examples of disastrous rebranding came in 1985 with Coca-Cola's abrupt replacement of its most famous product with the sweeter 'New Coke'. The move had come in response to a shrinking market share, as blind tests suggested that many people preferred the taste of Pepsi.

The change was a public relations debacle and Coca-Cola were forced to revert to their original formula. However, there was a twist in the tale, as nostalgic demand for the traditional Coke had grown so strong that the company was soon able to re-establish its market lead.

Lost in Translation?

Do you intend to trade overseas? If so, take care to research your local market. Legend has it that Chevrolet's Nova model failed to sell in Mexico because "no va" in Spanish translates as "it doesn't go". Meanwhile the Kentucky Fried Chicken slogan 'finger-lickin' good' came out as 'eat your fingers off' in China.

Some of these stories might in fact be urban myths, but the moral - that careful research is vital - is valid.

If you are looking for support and advice from a team of professional accountants and business advisers, contact Connected Accounting.


Receipt Bank - Accounting Software Pleo xero-mtd-logo.png Xero - Accounting Software Trip Catcher App Breathe

Home | Contact us | Accessibility | Disclaimer | Help | Site map |

© 2019 Connected Accounting. All rights reserved.
Connected Accounting Limited | Registered Number: 09617704 | Registered Office : Dunstable address below.

London Office : Connected Accounting, 107-111 Fleet Street, London EC4A 2AB
Staines Office : Connected Accounting, Rourke House, Watermans Business Park, The Causeway, Staines, Middlesex TW18 3BA
Dunstable Office : Connected Accounting, The Incuba, 1 Brewers Hill Road, Dunstable, Bedfordshire LU6 1AA

We use cookies on this website, you can find more information about cookies here.