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COMPANIES PUSH REBRANDING TO ATTRACT YOUNGER GENERATIONS

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It is no secret that in order for brands to be successful in this day and age, they must appeal to millennials and gen-zers. Many brands have extended their products, while some have completely rebranded, just for this sole purpose which has become detrimental to success.

We’ve seen millennials kill off trends and brands while new ones arise, where most tend to cater to inclusivity as well as a level of practicality and accessibility. Brands that already exists, however, must refresh their marketing ideas to entice the younger crowds.

Most recently, a brand already beloved by millennials, Vermont-based ice cream makers Ben and Jerry’s, started a new line of dog desserts for millennial’s furry babies. As recent numbers can show, millennials are less likely to have children, but more likely to have a plant or a couple of pets instead, and those pets are typically spoiled as a real baby would be.

Fast food company Burger King has refreshed its logo by going back to basics with an old-fashioned image. The burger joint changed its logo to a flat and neutral-looking typeface that’s less intrusive to the eye and has proved effective in digital media which has become an essential part of any brand’s marketing plan.

Luxury brands are losing their shine with the down-to-earth millennials and gen-zers, especially when these brands are out of touch with its customers. But have no fear, because luxury brands get a second shot with digital consignment shops. The Real Real, one of the largest online luxury consignment shops, sells luxury brand items like purses, shoes and watches and its services have boosted sales for luxury brands. Watch company Rolex, for example, sold its watches 11 times faster in 2020 than in 2019 because of this online service.

Other brands have also tried freshening up their look by including models with diverse body types in their advertising or more product options for vegans or vegetarians. Every existing brand is trying their best to appeal to the “newer’’ generation in hopes of maintaining business, especially during a pandemic.

As the saying goes, out with the old and in with the new, well unless that old is a mint pair of sneakers from the 80’s, then its very in too.

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