For years now, the world has been glued to their phones. It feels like ever since Motorola hit the world with the flip phone, we have been more concerned about the little screen in our palm rather than the world around us.
In fact, in 2016, us Australians spent a solid 10 hours and 24 minutes engaging with an internet device daily. Doing what exactly? I don’t know.
But this screen time has seen the pressure fall back on to companies and their marketing teams. How does a company stay in the forefront of consumers’ minds, when there is so much information being absorbed?
Hello to the rebranding era.
Many major companies entered the internet revolution between the years 1990 and the early 2000’s. Many of whom have continued to adapt their brand to the ever-changing consumer needs, while remaining true to their origin.
Let us use ebay as an example. They opened in 1998 and have never strayed too far from their four-colored logo, slightly old and honest website display. But this works. When you think of ebay, you think, cheap, honest, and easy to use.
Then we look at Gumtree, a company that was comparable to ebay. Both providing a cheap looking site, which we accepted, because we went on to both sites looking for a cheap deal. And then they rebranded. Rebranded to something completely different to what, I as a consumer, think that Gumtree represents. Now the site and the logo looks slick, smart and simple. It feels entirely different. I no longer get that buzz when you’re about to score a bargain, instead I feel I might be paying more. Or, worse, there could be some hidden fees.
Is rebranding a strong marketing tactic for attracting new customers, or does it simply change the entire customer journey and put loyal customers off?