There’s a reason Budweiser can change its cans to just read “America,” and Snickers can replace its name on candy wrappers with words like “confused” and “benched” without sacrificing brand equity. These are iconic brands that have established a high level of brand distinctiveness built up over years or decades. That is, these brands have built strong associations between the look, feel, colors, taglines, and other elements of their content and their brand. So, even when their name is left off their packaging, it’s still recognizable, memorable, and distinct.
— Anheuser-Busch (@AnheuserBusch) July 4, 2016
Do you get Benched when you’re hungry? Get NFL Hunger Bars in store and get back into the game. pic.twitter.com/rLmr75zdDw
— SNICKERS® (@SNICKERS) October 3, 2016
The world’s most successful brands rely on these distinctive markers to grow: a more distinctive brand is more likely to be remembered and thus, more likely to see its products bought. For these companies, brand consistency is an enterprise-wide priority that has a direct impact on their bottom line. In many ways, long-term brand growth is the result of a commitment to maintaining these elements.
So, what happens when the elements that make a brand distinctive need to change? What if they need to change on a global scale, across dozens of channels and subsidiary brands? Enter: the global rebrand. Often, the difference between a rebrand that takes the brand to new heights and one that leaves a fragmented brand identity may be decided before any new content, logos, or messaging are even released – that is, in the planning phase. Planning is the critical first step in any enterprise marketing initiative. It’s how a marketing organization aligns on strategy, often through briefing and calendaring processes.
This was the case at Sivantos – a global hearing aid manufacturer, which spun off from Siemens in 2015. The marketing team was tasked not only with establishing Sivantos as a global leader in its own right, but also with launching a new premium brand called Signia. To stay organized and ensure everyone on their team sticks to the corporate messaging, updated branding, and unified global voice creating any brand content, Sivantos implemented Percolate as their system of record for planning. With Percolate, the team was able to seamlessly execute their global rebrand, allowing them to:
- Visualize all the elements of their content strategy across different channels, teams, audience personas, and regions all in one place
- Distribute strategic information, briefs, and assets to its marketers and agency partners in Europe, North America, and Asia Pacific, allowing the corporate team to plan the rebrand on a global scale
- Empower local marketers to create on-brand content that adheres to global standards but reflects the concerns of the local customer
Read the full case study to find out how Sivantos used planning to position itself as a global technology brand set to thrive for the long term.