Today’s fast-paced world brings about dramatic changes not just for individuals, but businesses too. To remain competitive, it is crucial that companies keep up with the global mega-trends driving consumer demand.
Today’s fast-paced world brings about dramatic changes not just for individuals, but businesses too. To remain competitive, it is crucial that companies keep up with the global mega-trends driving consumer demand. Parimatch is no exception and very soon, we will be sharing details about the revolutionary changes we have made to our business.
In the meantime, we would like to share examples of major changes made by other businesses in order to retain their leading position in the industry and align with their key audiences. One of the most transformational processes a company can undergo is a strategic rebranding, which affects not just visual aspects of a brand, but a company’s entire marketing strategy.
The success of rebranding process depends on effective communication with target audiences, to explain the rationale and goals behind the changes to the company's brand. For this purpose, companies publish a “brand book”, which informs stakeholders about the development of the new brand, as well as the key principles and intended future for the new visual identity of the company.
We have selected some best in class examples of rebranding from world leaders in the betting industry, who decided to introduce drastic changes to their visual branding.
Case study: Sky Sports
You have probably heard not only about Sky Sports group, a giant in the field of sports television, but also the well-known betting company Sky Bet, which used to share the same parent organization. After the decision was taken to refresh their look, Sky Sports launched its new brand identity not only with a high-quality visual illustration, but with a reiteration of the company's history and, importantly, the story behind the new logo. In this way, the rebranding was rooted in the company’s heritage, and so was an evolution of the company whilst still marking a new era.
The way how it was presented to the public can be seen at:
Case study: LADBROKES
Ladbrokes, a betting company with British roots, decided to not rely solely on gaining media coverage to launch its new brand, but to deliver a multimedia campaign which would showcase its new look. As part of this multichannel strategy, Ladbrokes produced a video commercial, with the aim of reaching a wider audience to deliver key messages about what makes Ladbrokes customers so unique.
The key to a successful rebranding is the identification of your customer, and for this reason, the customer should always be the primary target for communicating an updated and refreshed brand look.
Parimatch has found its target customer and will soon announce visually explosive news! Stay tuned…