Rebrand.com highlights the victories

Rebrand­ing is a huge plunge for a com­pany. Some­times it ends in dis­as­ter. But often, with the right focus and very few deci­sion makers, a rebrand posi­tions a com­pany for the future. Each year Rebrand.com finds the good ones and awards them. I high­lighted a few that grabbed my attention.

WebEx 

I always thought the WebEx globe and painted people was corny. They were trying to be hip and dotcom after every­one else had moved on. It reminded me of the 40 year-​old guy still trying to extend his col­lege days by partying-​till-​you-​puke every Sat­ur­day after­noon. At some point you have to grow up and become legit. With this rebrand, WebEx has left the dorm room, bought a suit, and is ready to be serious.

Brewhouse Beer

With the Brew­house rebrand, col­lege is exactly where it wants to be. In the crowded cheap beer market, Brew­house is hoping the “honest with attitude” ads will bring the just-turned-21 crowd into the convenience store to grab more Xbox fuel. While I’m a long way from my col­lege days, the ads made me laugh.

Mont Blanc Gourmet

If I could sum up the cur­rent trend in food indus­try brand­ing right now, it would be; “all about the ingredients.” Perhaps influ­enced by the organic craze a few years ago, com­pa­nies are break­ing apart their prod­ucts into its com­po­nent parts and high­light­ing them. Mont Blanc’s “your secret ingre­di­ent” does a great job of this.

What others did you like?