PepesiCo decided to make changes to the design, the idea

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of ​​its premium product. The goal is simple - to increase sales to more than 700 million dollars/year. The designers removed the orange with a straw, replacing them with a glass of juice. The fruit-shaped lid was placed on top of the package to create the illusion of squeezing the citrus.

A couple of months later, the juice in the new packaging fell in sales. A cruel joke was played by a simple glass with an incomprehensible liquid, which was poorly associated with a freshly squeezed drink. Deviation from previous standards, ill-considered placement of the main information made buyers think that they were looking at a product from the wrong manufacturer.

How to rebrand: stages
As stated earlier, the procedure is a comprehensive approach to transforming people's perception of service, products, and brands. Let's consider what steps need to be taken in this direction and why.

Audit
Conducting an audit helps to understand the current state of the brand, to determine its strengths, weaknesses, and reasons for modest sales. Marketing specialists conduct a market analysis, study consumer reactions in social networks. The task is to determine the need for rebranding.

Setting goals and assessing resources
The second stage includes formulating objectives (achieving greater customer loyalty, entering another market), setting deadlines.

Repositioning
This part of rebranding involves a number of steps that are best handled by professionals:

Market research;
Determining the target audience and its interests for new tasks;
Analysis of competitive proposals.
Next, new ideas and corporate values ​​are generated, which the brand will bring to the masses. Updated slogans, clothed in simple words, close to every person, will be responsible for brevity and capacity.

Redesign
The formulated ideas and meanings must be reflected in graphic design. Marketers provide the developments, designers embody them in images: create logos, select a color scheme, come up with the appearance of the packaging.

Choosing a Communication Strategy
When the updated project is ready, it is necessary to decide which channels mexico whatsapp number database will best convey the new solutions to clients. The choice is not small:

Applications, web pages;
Social networks;
Advertising campaigns in the media;
Targeted online advertising;
Outdoor advertising;
Blogging, publishing expert opinions;
Conducting various promotional events where the benefits of the product will be explained in simple, understandable words.
Implementation
After defining communication channels with potential buyers and customers, it is necessary to open accounts on the selected sites, register, create pages, determine the frequency of interaction with the audience, subscribe to specialized communities. All actions are aimed at greater coverage and user involvement in business promotion.

Monitoring changes
The results will not be immediately apparent, so it is recommended to record awareness indicators, purchase volumes, and consumer willingness to recommend products to others immediately after the update. And then compare them with the data after six months.

Conclusion
In order for the company's rebranding to be successful, it is not recommended to take all modern trends for implementation, or take ideas from competitors. It is recommended to put your own unique selling propositions, focused on the requests and problems of your customers, at the forefront.

At the same time, it is necessary to understand that the success of a business may depend on the quality of services, products, questionable logistics, and unprofessional attitude. In this regard, it is necessary to start work not with rebranding, but with identifying internal problems.