How a massive overhaul of every part of the UK business won the brand renewed public affection and led to record-beating sales. It needed to re-connect with its customers, bolstering their trust in the brand and engaging with them on a new level in communications. It recognised that key to achieving this would be a renewed commitment to listening to and understanding its customers, and being open and transparent as a business. It was a big challenge.
In we saw a lot of big brands evolve into something new. The rebranding case studies listed below all show their new strategic brand direction. Join to get curated UX case studies and portfolios in your inbox every Monday. Trusted by designers from companies like Apple, Google and Spotify. Changing a brand is a huge risk and is not something that is done without a reason.
Where traditional brands focus on positioning their brands in the minds of their customers, digital brands focus on positioning their brands in the lives of their customers. Furthermore, they engage customers more as users than as buyers, shifting their investments from pre-purchase promotion and sales to post-purchase renewal and advocacy. Companies looking to exploit the branding potential unlocked by core digital technologies need to make the shift in their engagement with customers — from Purchase to Usage. These changes fundamentally require rethinking strategy, organization, investment, and measurement.
Decrease churn. Increase customer lifetime value. Reduce cost to serve.