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"New & Improved!"

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Derek BartonDerek Barton

To rebrand or not to rebrand? That is the question. To stay the way you are and hope that people will change their minds about you or rebrand yourself and inspire them to change their minds about you?

If you and your company stay the way you are right now, chances are you won't see any changes to your bottom line. People love to see products and services improve, which has led to that age-old advertising line, "New & Improved." That line is still being used today because it still works. People still want to believe it!

Great brands are always evolving. They have to in order to be great. Companies are never stable; they're either going up or going down. Great companies are constantly striving to be better! They rebrand or reinvent themselves, trying to stay current and cool while making that emotional connection with their customer.

Recently, I was driving back to Los Angeles from my cousin's wedding in Northern California, listening to a great radio station. They were playing a mix of songs from the '70s to the present. Rod Stewart's first hit song, Maggie May, from 1971 played. An hour later, I hear Rod Stewart singing a ballad from his 2002 Great American Songbook collection. These are songs from the 1930s and '40s written by people like Irving Berlin, Cole Porter and George and Ira Gershwin. Hardly rockers. But, this rocker, Rod Stewart, whose songs like Do Ya Think I'm Sexy and Hot Legs put him on top of the charts in the '70s, reinvents himself 31 years later with a whole different genre of music. He's back on top of the charts, wins multiple Grammy awards and gets inducted into the Music Hall of Fame.

New & Improved? Some people may think so, but Rod Stewart was just showing us a new facet on his diamond. He dared to be different. He wanted to make an emotional connection to new fans with new songs while keeping his loyal base happy as he had for the last four decades.

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