Expert analyzes brand's rebranding failurefrom @staffroomtalks

Transcript

Little thing just made a huge mistake with better rebranding. Hi. My name is Val. I work at a marketing agency, and here's where I think they went wrong. Okay. So if you don't already know, no little thing used to look like this, and now they look like this. Mistake number one. It's a clear example of a brand prioritizing their own goals, their own KPIs, and not listening to their consumer. The PLT girl that I know, she wants a cute little going out top, a cute little crop top, some summer dresses. To rebrand is giving better, corporate girl, mature. That's just not their consumer. What even is this outfit it's giving Dune? It's pretty obvious that this rebrand came from higher up in the company. They wanted to do their rebrand, told marketing, just do it. Their tagline is the style source for every kind of it girl, but it's pretty obvious they're only targeting one type of girl. Mistake number two, the prices. This jacket is $265, and it's 95% polyester. Really trying to position themselves as more mature, more luxurious, they're made out of the same materials. It's just priced higher. Mistake number three, trying to keep up with their competitors. Companies do this all the time. When they rebrand, they end up alienating their consumer. Mistake number four, tier new branding. They marketed this rebrand as a legacy moment. It's just cursive font and burgundy. Groundbreaking. Also, the people that were sent PR before the rebranding received it after the rebrand, and it was in their old packaging. You can't go from this to this and expect to target the same consumer. What do you guys think?