______________________________________________________________________________________________________ Case study this , we developed a cocktail serve strategy that added a twist to the beloved and familiar taste , demonstrating an evolution of the brand – not a complete overhaul .
Some legacy rebrands are simply about seizing an exciting opportunity . When Johnnie Walker forged a partnership with HBO ’ s hit show Game of Thrones , it opened this legacy brand to a whole new audience and added creative spice to its already-flavorful offering .
How to change a 100-year-old brand
For those working in the hallowed halls of a legacy brand , the challenge will be to balance caretaking and evolving . You ’ ll want to protect the existing story of your brand while creating new growth and forward momentum . The key is to acknowledge and celebrate the past while envisioning the future .
How do you do it ?
1 . Talk to people who really love the brand . Every drink has its loyalists : the Don Julios , the Johnnie Walkers . These advocates have been enjoying your product for years , and they know what makes it great . Talk to these loyal fans when beginning to reimagine your brand . Ask the people who really love it : What makes this drink so special ? When and how do you drink it ? With whom ? And what about it would you be gutted to lose ? when a cure ’ s been found . Stay in touch with your customers ( prospective and loyal ) as you ’ re trying out new forms . If you keep checking in – teasing out what you ’ re working on and reaching out for feedback – you ’ ll be able to learn from what you hear .
4 . Waltz , don ’ t run . You ’ ll be able to change your brand more sustainably and successfully if you take small , elegant steps . Change direction when you need to , rather than leaping ahead and unveiling a brand-new product ‘ just because .’ Don ’ t risk alienating your loyal consumer base , even if you ’ re sure your idea is stellar . Put feedback to use , iterate in small but certain ways , and keep building the picture of your next version .
Great things change , like eggnog . From medieval hunting parties to the living rooms of the 1950s to every hip bar on the East Coast , eggnog has followed the twists and turns of our drinking culture . Critically , it ’ s also evolved over time : You can fill it with peppermint bark or make it taste like Puerto Rico , and it ’ ll still be the warming , romantic treat you know and love ( and if you don ’ t , you should give it a try !).
Don ’ t be afraid of change . Face it and use it to make your brand better today . ■
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2 . Find something exciting to test . When rebranding a heritage drink , you almost want to think like a tech startup . Choose something to test and then see how the audience responds . If you want to change how your product shows up in venues , test out a new placement . If you want to evolve your recipe , test out a new spin on a household-name cocktail . See how it tastes .
3 . Stay in touch . You don ’ t want to be the scientist that disappears into the lab and only reappears
Kim Lawton www . enthuse-marketing . com
Kim Lawton is the Founder and CEO of Enthuse Marketing Group , a woman-owned small business based in New York City . Enthuse is an experiential consultancy that pushes innovation partners to discover new ways of growing business . It funnels the excitement of a new offering or brand and uses data-informed , agile strategies to activate experiences that solve problems , promote stronger partner relationships , and drive growth .
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