Posts Tagged ‘rebranding’

Rebrands 2012: The good, the bad and the ugly

Tuesday, January 8th, 2013

Rebranding is never a simple task; everyone wants to entice new business whilst retaining their existing customers. The best rebrands can convey an organisation’s redefined proposition and the worst can destroy reputations.

As such, I’ve picked three of my favourite rebrands of the last year and highlighted some that perhaps controversially, i’m not too fond of.

The Best Rebrands of 2012

1. CooperVision

cv_poster

CooperVision, one of the world’s largest contact lens manufacturers, stepped away from cold and literal representations of water to unveil  ‘a refreshing perspective’ as their revised brand promise, using bold watercolours in their marketing materials to convey this. Whilst the whole ‘sight is more than just about seeing’ connotations may seem obvious, they are also effective (and won the organisation a 2012 Rebrand 100 Award).
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