Tag Archives: rebranding

A fishy venture

by Maria Sanders, editor

For baseball fans, especially those in Florida, 11/11/11 wasn’t just a crazy day where all the digits in the date were the same. It was the day the Florida Marlins became the Miami Marlins.

Since the team’s beginnings in 1993, the Marlins have never become a National League powerhouse. And despite winning two World Series titles, the Marlins have never gained strong attendance numbers either. The organization had the third lowest attendance numbers in the MLB for the 2011 season, with an average of 19,000 fans per game, according to an espn.com article.

Rumors existed for some time concerning relocating the team. On that magic day in November, those rumors proved to be true, well at least a little bit.

The Marlins, while remaining in Miami, are relocating to a new stadium in the Little Havana neighborhood, with a new name and image.

“Mr. Jeffrey Loria, Owner of the Miami Marlins, along with Marlin players, invited dignitaries, and international Latin Hip Hop star Pitbull, addressed the crowd from a 1,600 square foot stage engineered and built out over the third base dugout and extended over the newly installed infield box seats,” according to a Media Stage news release published on prnewswire.com.

The rebrand announcement signals a new era of Marlins baseball.

Getting the look
Gray and teal have been the signature Marlins’ colors from the beginning. But with the rebrand, the team’s new logo showcases a slew of Miami-esque colors.

“We are the red-orange of the breathtaking Miami sunsets and the citrus industry; the blue of the sky and the sea; and the yellow of the beautiful Miami sunshine,” Jeff Loria, Marlins owner said.

The bright colors of the new logo represent the audience the team is trying to attract.

A research poll by the Sun Sentinel, a South Florida newspaper, found 59 percent of respondents disliked the new uniform. But feedback overall has been positive.

“The logo is really intense. The colors are pretty cool,” said David Arteaga, of Miami. “It’s South Beach colors. It does actually represent us pretty well.”

To view the old and new logo click here.

A true investment
A team known for being cheap is showing they are moving toward being anything but.

Websites like Bleacher Report, Yahoo Sports and MLB Trade Rumors have reported the Marlins are offering the 31-year-old Albert Pujols somewhere in the ballpark of $225 million for nine years of play.

Pujols is one of the hottest free agents this offseason. He was the first baseman for 2011 World Series champs, the St. Louis Cardinals. He’s also the new Mr. October after becoming the only player in MLB history to hit three home runs in one World Series game.

In the same game he also went 5-5 with six RBIs and 14 bases. But who’s counting, right?

Pujols won’t be a cheap commodity, and the Marlins are a front-runner in the quest to sign him.

According to James Bondman’s Bleacher Report article, if Pujols accepts the offer, it will make him the highest-paid Marlins player. Pujols’ deal will exceed Marlins’ current highest-paid player, shortstop Hanley Ramirez, by $155 million. It will also make him the highest-paid player in all of major league baseball, taking the title away from Yankees third basemen Alex Rodriguez.
They’ve given up promising prospects to pay millions to one of the most colorful managers in the league — Ozzie Guillen.

But why would they trade a handful of talented guys for just one manager? Dan Le Batard gave his two cents in his article, “Miami Marlins’ expensive experiment: Will MLB work here?”

“Because it gives them a famous Latin face . . .,” Batard said. “And it gives them the kind of buzz and momentum and credibility they are looking to build, piece by piece.”

There’s a line in the movie “Moneyball” that seems to fit this scenario well.

In the movie, the character Billy Bean, played by Brad Pitt, said, “If we try to play like the Yankees in here, we will lose to the Yankees out there.”

Pitt’s character was referring to the Oakland A’s attempt to spend as much on players as the Yankees so famously do.

The Marlins are taking a huge gamble here, especially financially, and only time will tell if a team really can try to spend like the Yankees and win.

Effects
Some may think, as it is often touted in these types of scenarios, that a brand new stadium with a reinvented Marlins team would enrich the Miami economy.

However, according to Tom Griffin’s article “Only a Game: Economic Impact of Pro Sports,” professional sports only make up one-tenth of a percent of the city’s economy for which they are located.

One-tenth of a percent is so marginal, it’s hard to imagine Marlins owners and executives would be using an economic angle to sell the new and improved Marlins organization.

The effect may be greater on the intangibles of the community. And it appears this is the effect the Marlins are in fact looking for.

A new direction
Lou Gehrig once said, “There is no room in baseball for discrimination. It is our national pastime and a game for all.”

For 18 years, the Marlins have been located in Miami, a city with a significant Hispanic population. And for those 18 years, the Marlins have failed to engage that Hispanic audience directly.

This rebrand represents not only a new logo or new stadium, but also a redirection of communication on the Marlins’ part.

Instead of trying to be Florida’s team, the Marlins want to be Miami’s team.

“It is not a coincidence that, in introducing their new uniforms, their new look, the new Miami Marlins did so with Emilio Estefan and Pitbull, old Miami and new Miami merging to be very, very Miami,” Batard said.

Everything about this new Marlins team is aimed at gaining the support of the Hispanic market in Miami — the manager, Ozzie Guillen; the free agents being pursued, Pujols and Jose Reyes; the city-specific team name. It all screams, “We want you, Miami!”

Taking the risk
The game of baseball is full of risks.

Attempting the hit and run, having your fielder play in or trying to stretch a double into a triple all have their own potential dangers.

However, if it works — if both players get on base, the bunt is fielded or the extra base is reached — the juice was worth the squeeze.

The Marlins are taking such a gamble. But just like in the game, a risk can be worth it in the end.

Will the fishy venture work out?

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Throwback throwaways

by Jaley Cranford

As I punched the button for a familiar soda choice, I awaited a familiar purple can. But the purple marketing blunder that I grabbed was a far cry from the Grapico can of my childhood.

Though the packaging bears no influence on the familiar taste of the grape soda, I was incapable of enjoying it. This horrific rebranding begged the question: what guy at Grapico fell asleep at the wheel and sent this idea forward?

Grapico has long been packaged in a purple can with a diagonal text logo.

The rebranding shows a grape that I expect to dance at any moment accompanied by a new tagline: A Southern Tradition.

Conflicting ideas? Anyone who is drawn to the clipart-esque cartoon of a grape is probably more interested in when Dora the Explorer airs than the idea of Southern tradition. More than the obvious discrepancy . . . and tagline . . . and art, this product looks like an off-brand soda. When I first saw this can, I paid no mind and assumed that someone had brought a can of Walmart grape soda from home. Is that the way Buffalo Rock wants to market Grapico?

Maybe the soda market is a breeding ground for bad rebranding ideas. Mountain Dew, Mellow Yellow and Grapico have all done a round of throwback cans recently. But apparently Mountain Dew and Pepsi throwbacks are here to stay.

Bevreview.com reported Buffalo Rock announced both Pepsi and Mountain Dew would be available in a throwback can or bottle for the indefinite future. Due to overwhelming positive responses from fans, the soda company kept this

Who are these adoring fans? Who are the millions in love with these cartoon relics that are a mockery of design? Apparently some such fans are running Grapico.

According to an article on al.com, Buffalo Rock execs said, “This ‘new retro’ look brings together the nostalgic best of Grapico’s proud history and the ever-growing popularity of the same grape great taste.”

The article continued with a quote from another proud figurehead. “We really wanted to splice something old with something new to create a new look for Grapico and Diet Grapico,” said Buffalo Rock Chairman/CEOJames C. Lee III.

New? I’m still searching. Maybe it’s the clipart grape . . . that was new . . . in 1998. I’m not against throwback packaging. But this Grapico has turned into a big purple mess.

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Bridging the Gap Between the Logo and the Message

Who knew three little letters could cause such a stir?

Gap, the clothing store known for its iconic white-on-navy logo, launched a new look on Oct. 4. The revamped logo featured thick, rounded Helvetica font with a small blue-gradient square. Less than one week later, however, the retailer announced its decision to return to the classic logo after strong customer backlash.

Gap wanted to recreate its logo to represent and target a more modern clientele. While this thought process was sensible, the execution seemed to lack clear planning. In a time when user-generated content is the norm, it appears Gap simply did not take the time to listen to its audience prior to the launch. Soon after the new logo launched on the chain’s website , Facebook and Twitter ignited with criticism.

Gap North America President Marka Hansen said in a statement that the San Francisco-based company now realizes there may be a time to evolve the logo, but if and when that time comes, it will handle the transition in a different way.

“At Gap brand, our customers have always come first,” Hansen said. “We’ve been listening to and watching all of the comments this past week. We heard them say over and over again they are passionate about our blue box logo, and they want it back.”

Rebranding can be an inevitable and necessary process for companies to stay relevant in the minds of consumers. In such cases, companies want a change from the past and a new direction for the future. Gap, however, seemed to forget the target public. The switch from sleek and classy to modern was too much too soon.

A positive did come out of this whirlwind learning experience — it got people talking. I didn’t know so many people felt a bond with the brand; it was almost as if some were mourning the end of an era. When Gap decided to revert back to the old blue box on Oct. 11, it announced on Facebook, “We’ve heard loud and clear that you don’t like the new logo. We’ve learned a lot from the feedback. We only want what’s best for the brand and our customers. So instead of crowd sourcing, we’re bringing back the Blue Box tonight.” More than 2,100 people “liked” the status.

The Belk department store chain is another recent example of attempts to form an updated image. With stores in Alabama, North Carolina and Georgia, Belk is the nation’s largest privately owned mainline department store company. While the chain strives to increase offerings of upscale designers, the recent logo change seems to reflect a different kind of image. Instead of its classic logo of thin, cursive script, the new logo features a more modern lowercase font with a flower-like symbol.

The company is also sporting the new tagline “Modern. Southern. Style.” The new logo and tagline represent the first significant change in the company’s brand identity since its former logo and identity program were adopted in 1967.

Tim Belk, chairman and CEO of Belk, Inc. shared his vision in a company news release.

“Our new brand clearly communicates what our company is today and what we aspire to be in the future,” Belk said. “We want to reflect our increased focus on meeting the fashion needs of our modern customers. While we will continue to meet the needs of our traditional and classic customers, we are changing our brand and expanding our assortments to attract new customers who are looking for modern, updated brands and styles. Our vision is for the ’modern, Southern woman to count on Belk first — for her, for her family, for life.”

While it’s important to keep up with the times, companies should remember the target audience and the overall objective when rebranding. Both Gap and Belk wanted to revamp their images to a more modern style, but in doing so they lost the sense of classiness associated with the brands. Gap quickly saw the error of its ways, and perhaps Belk can successfully use its new (less than fantastic) logo to break into the younger market it wants to reach while still maintaining the quality and style expected from the brand.

Do you think it was right for Gap to change back to its classic logo?
Will Belk see the results it hopes to achieve?

By Katie Breaseale

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