What is a relaunch campaign and how important is it for a brand?
Posted: Thu Jan 23, 2025 4:13 am
Every brand evolves over time. One day, our brand will outgrow the look it has worn for years and the target audience will have changed their behavior. The purpose? Everything will take on a new meaning, even the marketing techniques .
Although this sounds like a sad tale, it is quite the opposite!
Eventually, we need to redesign the look and feel that worked well and do a skype database stellar relaunch of our brand to give a fresh look to both our digital and physical presence.
However, the thought of re-releasing all of your newly designed assets can be overwhelming, don’t you think?
Don't be too dramatic, with the right tools and a tactical approach, you can implement this sales strategy on a global scale.
Read until the end, in this content we will talk about what a relaunch campaign is , its importance, the right time to do it and the best and most up-to-date techniques.
What is a relaunch campaign?
Why is it important to relaunch a brand or product?
4 techniques for a relaunch campaign
Examples of brands that made a successful relaunch
What is a relaunch campaign?
A relaunch campaign is the repositioning of a brand within its market . It often begins with an assessment of its objectives, its essence and its positioning among the competition.
Typically, a relaunch affects many of the elements of a company's identity kit, including visual style, logos, color profiles, and more.
This technique can vary to include a complete redesign, strategic updates, or some specific modifications.
Why is it important to relaunch a brand or product?
Rebranding helps extend the life cycle of an organization .
However, it not only offers opportunities but also risks, so its effects must be considered.
For this reason, it is of vital importance from a strategic point of view that the core of the brand and with it, the unmistakable identity, take a central role throughout this process.
Evaluating each aspect is a game of blackjack where we must know when to stop hitting.
By doing so effectively, we will obtain great profitability and a rapid Return on Investment (ROI) and, in turn, we will have the possibility of knocking on doors in markets and target audiences that our business did not reach before.
When is it worth doing it?
Relaunching a brand or product is especially necessary when its appeal is steadily declining.
This can have serious consequences on the sales ratio, lower lead conversion and reduced competitiveness.
This must not become a huge trigger!
branding
4 techniques for a relaunch campaign
Whether you're looking for a complete redesign or just a refresh, determining how to relaunch a brand should be the first step.
To do this, we have prepared this list with the 4 impeccable techniques that you can follow to achieve your goal:
1. Define the “why”
Before making any changes to address a new target audience, you need to define the essence of why you are relaunching.
Common catalysts for this include mergers, acquisitions, outdated brands, or company expansion . But your “why” is more about what you’re trying to accomplish.
You have to think about, for example:
improve levels of competitiveness in the market;
differentiate the brand from the competition;
successfully launch a new product.
2. Understand the whole picture
The way your brand is viewed internally may not match the way it is perceived by external audiences.
When gathering the full picture, look at your ideal and potential customers , current and future employees, and anyone else who will come into contact with the business.
In this step, you will need to:
taking the time to understand multiple perspectives;
conduct internal and external interviews;
research the competition;
use surveys;
understand the potential future of the niche market.
3. Use feelings to your advantage
Many brand elements are intangible. They are felt in an inexplicable way; the more you connect your audience with your brand, the better.
This is because they foster relationships and ultimately emotional investment builds brand loyalty.
Make interactive videos where you include your target audience in the decision , make them feel ownership of what you preach and hit the mark with emotional and attractive words.
After all, 83% of users prefer to watch more videos from their favorite brands and 64% of consumers make a purchase after watching audiovisual content. Give them what they need and you will improve the customer experience in parallel .
Don't forget to take this into account in the planning phase!
4. Get stakeholder buy-in
Acceptance by company leaders is essential.
The scope of a brand relaunch can grow quickly, and you'll need to have internal teams on your side when you do so .
Effectively communicating the reasons for relaunching your brand or product, and the desired outcomes, will go a long way toward getting everyone on board.
Examples of brands that made a successful relaunch
Below we list 4 examples of successful relaunches:
Old Spice
Before 2010, it was considered a brand for an older generation only, so it was unnoticed by young consumers.
Later this year, Old Spice launched a rebranding campaign, with absurd and nonsensical viral video ads specifically aimed at attracting younger audiences. And boy did it work!
Jägermeister
Jägermeister is one of the most famous success stories; it was known as a traditional brand that was the favourite in household circles because it kept losing its appeal, and it didn't evolve. It was on the verge of becoming obsolete.
Following its rejuvenating relaunch, the brand successfully positioned itself among younger consumer groups and established itself as a cult drink on the scene of major events and major sponsorships in the football scene, such as, for example,
Two other clear examples are McDonald's and Burger King , both brands constantly update their logos, visual packaging designs in global digital and physical locations, and have even changed the facade of their buildings.
Although this sounds like a sad tale, it is quite the opposite!
Eventually, we need to redesign the look and feel that worked well and do a skype database stellar relaunch of our brand to give a fresh look to both our digital and physical presence.
However, the thought of re-releasing all of your newly designed assets can be overwhelming, don’t you think?
Don't be too dramatic, with the right tools and a tactical approach, you can implement this sales strategy on a global scale.
Read until the end, in this content we will talk about what a relaunch campaign is , its importance, the right time to do it and the best and most up-to-date techniques.
What is a relaunch campaign?
Why is it important to relaunch a brand or product?
4 techniques for a relaunch campaign
Examples of brands that made a successful relaunch
What is a relaunch campaign?
A relaunch campaign is the repositioning of a brand within its market . It often begins with an assessment of its objectives, its essence and its positioning among the competition.
Typically, a relaunch affects many of the elements of a company's identity kit, including visual style, logos, color profiles, and more.
This technique can vary to include a complete redesign, strategic updates, or some specific modifications.
Why is it important to relaunch a brand or product?
Rebranding helps extend the life cycle of an organization .
However, it not only offers opportunities but also risks, so its effects must be considered.
For this reason, it is of vital importance from a strategic point of view that the core of the brand and with it, the unmistakable identity, take a central role throughout this process.
Evaluating each aspect is a game of blackjack where we must know when to stop hitting.
By doing so effectively, we will obtain great profitability and a rapid Return on Investment (ROI) and, in turn, we will have the possibility of knocking on doors in markets and target audiences that our business did not reach before.
When is it worth doing it?
Relaunching a brand or product is especially necessary when its appeal is steadily declining.
This can have serious consequences on the sales ratio, lower lead conversion and reduced competitiveness.
This must not become a huge trigger!
branding
4 techniques for a relaunch campaign
Whether you're looking for a complete redesign or just a refresh, determining how to relaunch a brand should be the first step.
To do this, we have prepared this list with the 4 impeccable techniques that you can follow to achieve your goal:
1. Define the “why”
Before making any changes to address a new target audience, you need to define the essence of why you are relaunching.
Common catalysts for this include mergers, acquisitions, outdated brands, or company expansion . But your “why” is more about what you’re trying to accomplish.
You have to think about, for example:
improve levels of competitiveness in the market;
differentiate the brand from the competition;
successfully launch a new product.
2. Understand the whole picture
The way your brand is viewed internally may not match the way it is perceived by external audiences.
When gathering the full picture, look at your ideal and potential customers , current and future employees, and anyone else who will come into contact with the business.
In this step, you will need to:
taking the time to understand multiple perspectives;
conduct internal and external interviews;
research the competition;
use surveys;
understand the potential future of the niche market.
3. Use feelings to your advantage
Many brand elements are intangible. They are felt in an inexplicable way; the more you connect your audience with your brand, the better.
This is because they foster relationships and ultimately emotional investment builds brand loyalty.
Make interactive videos where you include your target audience in the decision , make them feel ownership of what you preach and hit the mark with emotional and attractive words.
After all, 83% of users prefer to watch more videos from their favorite brands and 64% of consumers make a purchase after watching audiovisual content. Give them what they need and you will improve the customer experience in parallel .
Don't forget to take this into account in the planning phase!
4. Get stakeholder buy-in
Acceptance by company leaders is essential.
The scope of a brand relaunch can grow quickly, and you'll need to have internal teams on your side when you do so .
Effectively communicating the reasons for relaunching your brand or product, and the desired outcomes, will go a long way toward getting everyone on board.
Examples of brands that made a successful relaunch
Below we list 4 examples of successful relaunches:
Old Spice
Before 2010, it was considered a brand for an older generation only, so it was unnoticed by young consumers.
Later this year, Old Spice launched a rebranding campaign, with absurd and nonsensical viral video ads specifically aimed at attracting younger audiences. And boy did it work!
Jägermeister
Jägermeister is one of the most famous success stories; it was known as a traditional brand that was the favourite in household circles because it kept losing its appeal, and it didn't evolve. It was on the verge of becoming obsolete.
Following its rejuvenating relaunch, the brand successfully positioned itself among younger consumer groups and established itself as a cult drink on the scene of major events and major sponsorships in the football scene, such as, for example,
Two other clear examples are McDonald's and Burger King , both brands constantly update their logos, visual packaging designs in global digital and physical locations, and have even changed the facade of their buildings.