A brand is a powerful thing - as we can see with Tesco's new home insurance policies.
Rebranding their insurance to mirror their food ranges - Value, Standard and Finest, Tesco's marketing ploy is based on the idea that relating a product to something we are familiar with will make it more attractive.
But what's next?
Would you eat more brussel sprouts if you were told they were from the "divine deluxe" range?
Would you use the iron more often if we renamed it the "hero-tool"?
Would you drink more water if it was marketed as "life elixir?"
I'd rebrand Skittles as 'Guff Sweets', then nobody would buy them and shops would start selling them off cheap. Then i'd go round and buy them all up for next to nothing. Finally, i'd sit in front of the TV chomping on my lifetime's supply of Guff Sweets safe in the knowledge that they are, in fact, Skittles, and they've got nothing to do with guffs.
Rebranding
Posted - 18/06/2008 : 16:13:31
