When reading an article on rebranding, one company’s name, well names really, came to mind right from the start. I was not surprised to later find a couple of paragraphs on it. That particular rebranding carries warnings for us in email marketing, as well as just about every other company with an online presence.
I normally refrain from naming a company, especially when criticising it, but as you would probably know which I was referring to I’ll be upfront with you; the company was Weight Watchers. It is again, at least online.
If you are opting for a complete rebrand, there are just two generally accepted rules, the first being to do it for a reason. For instance, you might want to change your name because of a fundamental increase in the range of products you sell. If your brand name is specific to a particular product, changing it to include this new range will probably increase the likelihood of online searches proving fruitful. Photo in the name of a company which is expanding into video production might be a bit of an anchor. But if you don’t have to rebrand, don’t. The only other rule is to ensure subscribers to your email marketing list know what to expect.
With Weight Watchers, the published intent was worthy. Social pressure to conform to a particular body-image is insidious, and changing the target from losing weight to general good health looks, on paper at least, a positive move. Another factor in the decision might have been that the wellness industry was worth over $4 trillion a year. So why did their stock, according to Forbes, drop by 34%?
Opinions vary as to the cause of the debacle, but a common criticism of their process was that they failed to ensure their customers were aware of the change well beforehand. The rebrand was also rather confusing. Instead of going all-out with the wellness target, their advertising wandered between weight loss and body image. No wonder they lost customers.
It’s not as if there weren’t other options. For instance, why not go for WWW, initially including Wellness after Weight Watchers and then, amid fanfare, put Wellness at the beginning? Staged over a period without massive change covers most of their difficulties.
The company had good reason to change. The dieting business was losing traction, and healthy options with regards to food and exercise were not so much the coming thing, as one that had arrived. All that was needed was to do it better.
With email marketing, there are a number of additional concerns. A sudden change in the From Line might well hit your open rate, and a product range that looks different could up your unsubscribe rate. A rebranding can, if handled correctly, bring new customers as well and keep those who were wavering. Handled badly – it could mean significant problems.
A factor of email marketing is reassurance. Subscribers can be wary of difference. Manage your rebrand in a way that doesn’t shock or surprise. We’ll return to this subject regarding options to rebranding.
