At Spencer Woods we can advise business owners in the York area on many aspects of running and growing a business. Here are some traps to avoid when branding or rebranding...

Even the biggest companies can make branding errors...

Beware when rebranding

Although you should reassess your brand from time to time to ensure that it has not become outdated or inappropriate, it is important not to alienate your existing customers.

One of the most famous examples of disastrous rebranding came in 1985 with Coca-Cola's abrupt replacement of its most famous product with the sweeter 'New Coke'. The move had come in response to a shrinking market share, as blind tests suggested that many people preferred the taste of Pepsi.

The change was a public relations debacle and Coca-Cola were forced to revert to their original formula. However, there was a twist in the tale, as nostalgic demand for the traditional Coke had grown so strong that the company was soon able to re-establish its market lead.

Lost in Translation?

Do you intend to trade overseas? If so, take care to research your local market. Legend has it that Chevrolet's Nova model failed to sell in Mexico because "no va" in Spanish translates as "it doesn't go". Meanwhile the Kentucky Fried Chicken slogan 'finger-lickin' good' came out as 'eat your fingers off' in China.

Some of these stories might in fact be urban myths, but the moral - that careful research is vital - is valid.

If you are in the York area and are looking for support and advice from a team of professional accountants and business advisers, contact Spencer Woods.

Team image

Newsletter Sign Up

Register for an email packed full of essential business news and tax tips.

View more
Management Accounting image

Management Accounting

Producing monthly or quarterly management accounts on a regular basis.

View more
Business planning image

Business Planning

Our proactive team can help you to put an efficient business plan into place.

View more
Factsheets & Resources image

Factsheets

Our factsheets cover a range of relevant accountancy and business topics.

View more

Home | Contact us | Site map | Accessibility | Disclaimer | Help | © 2020 Spencer Woods Limited. All rights reserved.

Spencer Woods Ltd : Unit 5, Concept Court, Kettlestring Lane, Clifton Moor, York, Yorkshire YO30 4XF
Spencer Woods (York) Ltd : Unit 5, Concept Court, Kettlestring Lane, Clifton Moor, York, Yorkshire YO30 4XF
Spencer Woods (North East) Ltd : Unit 5, Concept Court, Kettlestring Lane, Clifton Moor, York, Yorkshire YO30 4XF
Spencer Woods (Thirsk) Ltd : 39 Westgate, Thirsk, Yorkshire YO7 1QR
We use cookies on this website, you can find more information about cookies here.