The Power of Rebranding

In a world where trends are changing and consumer needs are becoming more demanding, rebranding is vital. Companies that don't consider rebranding can risk becoming obsolete. 

What is Rebranding? 

Rebranding is the process of changing a product's or company's corporate image to create a new look and feel. The company may also rebrand to market or build a new brand, get new partners, or target new audiences. When a company rebrands, it changes: 

• its logo

• vision and mission

• name

• slogan

• values and how they do things at the office

Why Rebrand?

When a company stays in the market for a long time, it may lose its recognition or relevancy. Rebranding is essential for any business that wants growth. The main goal of rebranding is to revitalize a brand by making it look modern and relevant to the consumer's needs. This influences the consumer's perception of a product, company, or service. 

Big companies have rebranded several times. For example, Starbucks is one of the biggest names in the coffee industry. You may think a company with such cult-like loyalty may not need rebranding. Yet, Starbucks has rebranded at least four times.

Risks vs Rewards

Rebranding can be costly and takes time, resources, and research. If rebranding goes wrong, you not only damage your business but also risk losing your potential and current consumers. I was involved in the "good" rebrand of Tropicana (below left) which thankfully is still alive and well today. Whereas the attempted redesign of it (below right) only lasted three months because the appropriate strategic measures were not taken to bring their consumers along for the ride. 

Rebrand now

Rebranding is powerful as it revives a business and positions it to attract new customers or enter a new market. When a 30-year-old company does it, it increases its chances of staying relevant while pursuing growth in the market. If you think about it, a good rebranding strategy comes with more rewards than risks. In the meantime, while still figuring out your rebranding strategy, contact us for some pointers. 

How we're helping to make cannabis smarter.

With the legalization of cannabis, both medicinal and recreational, the industry is literally flying an airplane without a pilot right now. Enter TrueGreen, the world’s first smart packaging technology built for cannabis to help make life easier for every part of the industry. That means brands, dispensaries, regulators and consumers.  

We got involved with TrueGreen by helping them establish a brand that speaks to all of these different constituents. More specifically, we created a Brand Strategy & Positioning, Name, Brand Identity, Content, UX Design, and everything else you see out there! 

"As a new player in the cannabis technology space, we needed to establish a brand that clearly explains who we are and why cannabis dispensaries, growers, regulators, and consumers should look to us. Canopy was able to uncover key insights that resonate with all our constituents, and ultimately created a brand and marketing assets that are proving to be embraced by the market," says Katherine Lagow, President at TrueGreen.

About TrueGreen
TrueGreen provides a unique digital identity to every single cannabis package, through a certified tamper-evident seal, guaranteeing authenticity and efficiency. This tamper seal is designed with state-of-the-art anti-counterfeiting ink and printing technology and is made “smart” by embedded RFID technology – opening up a world of possibilities from POS to customer loyalty. TrueGreen’s smart ID platform manages the digital identification of each cannabis package and easily integrates with all the leading seed-to-sale systems and other business intelligence systems - making deployments easy and inexpensive to implement and effectively embedding licensed producers and operators key business system functions into the package itself.

How we brought out the 'human spirit' in MACK Studios.

When MACK Studios approached us about repositioning their brand to be more relevant to the world today and reflect more of who they are as a company, we took a simple, yet strategic approach to help them reach this goal.

Step 1...
Understand the rich heritage of MACK -- their people and culture. We did this by interviewing their people through an informal process to get to the heart of why they work there, and what makes it such a great company.

Step 2...
Get grounded in the work. Their incredibly impressive portfolio of producing experiences and spaces for the likes of Starbucks, Tesla, Carrier, Chobani, and more, made it easy to understand why they stand apart from others in their space.

Step 3...
Take this information, and create a narrative that can be used both internally and externally. Something that supports their position as a spirited organization that lives and breaths creativity and design. The final positioning, and now tagline, MACK - Designed By Human Spirit.

Step 4...
Bring the new narrative to life in the form of a new brand identity, and website experience.

"Canopy was able to reach into our history, create an open collaborative environment, and allow for our human spirit to drive creativity to move Mack to the next level of our evolution. This has allowed us to focus on our journey as a company with the right message we want the world and our clients to know,” said Jose Colon, President at MACK.

About The Company
Founded in 1965 by Casimir Thomas Maciulewicz (known affectionately as “Chuck Mack”) in Auburn, NY, today, the torch is carried on by his son, Peter, as owner and president. Our mastery is relevant today, with hints of tomorrow. As the world evolves it’s part of the story. The heart and soul of MACK transcends, teaches and leads the way for the next generation and passes the torch that never goes out.