Overbearing Branding

Screen Shot 2017-08-28 at 1.12.28 PMFor 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.

Screen Shot 2017-08-28 at 1.00.43 PMMany 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.Screen Shot 2017-08-28 at 1.24.05 PM

Is rebranding a strong marketing tactic for attracting new customers, or does it simply change the entire customer journey and put loyal customers off?


16 thoughts on “Overbearing Branding

  1. I think it depends on the extent of rebranding a company chooses to do and the state at which they were previously at. I understand that brands have to update their logos, websites, etc to keep up with the trends, to stay relevant to most appropriately meet consumer needs especially with the constant increase in competition these days but its important for them to also consider the changes this could have on consumers and their experience with the brand, as you have mentioned! 🙂

    Liked by 1 person

    1. I could not agree more with what you are saying about keeping up with trends and keeping consumers interested.
      I guess I look at someone like reddit who has been valued at $1.8 billion and they are starting to rebrand to stay relevant. But maybe they are worth that because that have stuck to their guns. Just found it interesting the extent that Gumtree has gone to.


  2. For me, it depends on how big the shift from the original logo is. For example, Google and Starbuck’s have changed their logo many times in the past decade but only slightly. I think this is the best way as it is not so drastic that it will put-off old customers but may still pull in new ones. However, if a company has had a major PR issue, it may be wise to change so customers associate the ‘old’ company with the issue rather than the ‘new’

    Liked by 1 person

    1. Absolutely brands need to keep making changes continually. Good point with the PR issue, I didn’t really think of that. Also there could be a change of ownership. Like when Facebook took over Instagram, then they changed the logo a lot. Thanks for you comment!


  3. I think it’s the kind of rebranding they go through and the extent to which they do it? If it’s a really reputable company, I would advise against it because most of the time they’d be well known for their logo or style. Maybe minimal changes would be fine, but for smaller companies who are not that out there yet, I think it could be a good strategy to get more attention!

    Liked by 1 person

    1. So true! The small changes make me feel as a consumer that the company is trying to keep up today, making the consumer happy with the product. It’s the company’s that don’t change and then go BANG with a rebrand that makes me feel like they have been lazy. If you want to change completely, change with the loyal customers by influencing them slowly.


  4. For me personally if a company rebrands it wouldn’t bother me at all, as long as they provide the same service / goods or even an upgrade I’m happy ! I can see how gumtree can attract new customers with its slick design but word of mouth can really affect a company’s rebranding tactic, the slick design can make it look smart but the goods sold on there and those who believe it has a lot of dodgey sellers can also be the downside. I guess in the end it’s all about the customer experience and with that slick logo maybe gumtree can provide a service where it reduces customers risk of being scammed . Great article👏🏻👏🏻

    Liked by 1 person

    1. Like your insight on this. Very different to myself. But completely see where you are coming from. They will defiantly be able to attract new consumers. The sight is easier to use that’s for sure. Thanks for your comment!!

      Liked by 1 person

  5. In my opinion, rebranding shows a sign that company want to do with revitalizing the brand or change brand positioning to meet the new target market. They want to update their slogan, symbol, design to make sure it associates with new products/ services offering and relevant to the customer’s needs.

    Liked by 1 person

    1. Yes i do agree with you on this, but have you ever seen rebranding in a way that distorts a companies meaning? I sometimes feel a company should stay the way it is and stick to its guns and slowly grow with the consumer.


      1. Yeah I think it would be interesting to see then. But then again, we saw MySpace disappear because of their lack of ability to keep up with consumer needs and moving trends.


  6. I think rebranding can give a brand a fresh new look and even attract new consumers.. Even though the overall Gumtree look and feel has changed I haven’t changed my perception that I will be able to score a bargain using their site! I think rebranding could be a dangerous area for newer companies who have not quite established their marketplace but the older ones will do okay in retaining their customers.

    Liked by 1 person

    1. I understand where you are coming from completely. I think what my feeling towards a change like Gumtree is maybe that they are shifting their purpose from cheap to more expensive products in a subtle way. I think it will really attract new consumers if they stay true to their original purpose. Thanks for the comment!


  7. Rebranding enables companies to remain current within the market. I think brands can definitely get left behind by resisting to rebrand. Considering the transition into digital, brands like Ebay were only one of a few, now there are thousands of online outlets selling discounted and pre-owned items! Also, I feel consumers are more picky about websites and aesthetics since the technology has advanced. I would be less likely to purchase a product from a dodgy looking website than from one that is more refined looking!

    Liked by 1 person

    1. Fair points. You don’t think an overhaul like Gumtree has recently done completely changes ones perception of the brand? I watched their new ad and was shocked when I found out it was Gumtree. When I think of rebranding, I sort of thing of how Apple and Windows have grown and continually rebranded but with the consumer. But I also think if companies don’t rebrand they will be forgotten pretty quickly. I like your thinking though!


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