{"id":73413,"date":"2023-02-14T13:14:55","date_gmt":"2023-02-14T13:14:55","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=73413"},"modified":"2023-02-16T12:07:33","modified_gmt":"2023-02-16T12:07:33","slug":"lilt-fordele-og-ulemper-ved-rebranding-og-en-lektion-fra-en-syngende-abe","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/da\/business-marketing\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\/","title":{"rendered":"Lilt: fordele og ulemper ved rebranding (og en l\u00e6restreg fra en syngende abe)"},"content":{"rendered":"
<\/div>

I dag s\u00f8rger vi over Lilt. Den Coca-Cola Company har droppet handelsnavnet for denne frugtagtige, forfriskende drik. Den \"helt <\/span>tropical taste\" vil leve videre under navnet \"Fanta Pineapple and Grapefruit\", men navnet \"Lilt\" og den karakteristiske emballage vil oph\u00f8re med at eksistere.<\/span><\/p>\n

Den Rebranding af Lilt<\/a> har til form\u00e5l at \u00f8ge salget ved at tilpasse det til den popul\u00e6re Fanta-serie. Rebrandingen indeb\u00e6rer en komplet overhaling af produktets emballage og markedsf\u00f8ring. <\/span><\/p>\n

N\u00e5r en virksomhed udvikler sig og tilpasser sig skiftende markedsforhold, <\/span>rebranding kan v\u00e6re n\u00f8dvendigt for at opdatere sit image og tilpasse brandet bedre til sine m\u00e5l. Men det kan v\u00e6re en risikabel og dyr proces. <\/span>Vi ser p\u00e5 en lektie fra fortiden og unders\u00f8ger fordele og ulemper ved en brand-makeover for ikke-s\u00e5-globale virksomheder.<\/span><\/p>\n

Pas p\u00e5 elskede brands\"Rebranding<\/a><\/b><\/h2>\n

Coca-Colas udbud af kulsyreholdige frugtdrikke domineres af Fanta, som s\u00e6lger Lilt omkring 18 til 1. I lyset af disse tal er det nemt at se, hvorfor Coca-Cola \u00f8nsker at bringe Lilt ind under Fanta-banneret. Det kan dog v\u00e6re en fejl at undervurdere offentlighedens k\u00e6rlighed til dine sekund\u00e6re brands. En lektion fra historien, der involverer en kornspisende abe, demonstrerer denne pointe meget godt...<\/span><\/p>\n

L\u00e6g dig ikke ud med aben<\/b><\/h2>\n

I 1997 fors\u00f8gte Kellogg's, der producerer Rice Krispies, at bringe deres chokoladeversion af de risbaserede morgenmadsprodukter ind under samme banner. Med store omkostninger omd\u00f8bte de Coco Pops til Choco Krispies i et fors\u00f8g p\u00e5 at bringe subbrandet p\u00e5 linje. Flytningen fik en mindre end velkommen modtagelse, og salget styrtdykkede.\u00a0<\/span><\/p>\n

Mens opskriften forblev u\u00e6ndret, var det, der s\u00e5 ud til at irritere brandets publikum mest, at navnet ikke l\u00e6ngere passede godt ind i den ber\u00f8mte jingle. Aben Coco var nu tvunget til at synge \"I'd rather have a bowl of Choco Krispies\" - lidt af en mundfuld.<\/span><\/p>\n

Folkets vilje<\/b><\/h2>\n

Den efterf\u00f8lgende opstandelse i tabloidpressen og det offentlige ramaskrig fik Kellogg's til at overveje deres holdning. Men det var her, de ramte markedsf\u00f8ringsguldet. I stedet for at foretage en hurtig og diskret kovending gik Kellogg's ud i offentligheden og annoncerede en folkeafstemning om navnet. N\u00e6sten en million kornfans stemte, og forslaget om at vende tilbage til \"Coco Pops\" blev vedtaget med et flertal p\u00e5 92%.<\/span><\/p>\n

\"\"<\/a><\/p>\n

Vi f\u00e5r m\u00e5ske aldrig at vide, om den resulterende omtale opvejede omkostningerne ved rebrandingen, men Kelloggs h\u00e5ndtering af sagen viste seri\u00f8s kommerciel kl\u00f8gt. Deres dynamiske og opfindsomme beslutningstagning bet\u00f8d, at n\u00e5r de tabte bolden med den ene h\u00e5nd, var de i stand til at gribe den med den anden.<\/span><\/p>\n

Kan det v\u00e6re, at Coca-Cola spiller et l\u00e6ngere spil med os? Kan det hele v\u00e6re et markedsf\u00f8ringstrick for at genoplive passionen for Lilt? Vil den provokerende rebranding ride p\u00e5 b\u00f8lgen af offentlig opstandelse, indtil Lilt-brandet er genoprettet p\u00e5 glorv\u00e6rdig vis? Helt \u00e6rligt tvivler vi p\u00e5 det i betragtning af Fanta-brandets styrke, men vi er n\u00f8dt til at bifalde Coca-Colas dristighed, hvis det var tilf\u00e6ldet.<\/span><\/p>\n

Tropisk eller giftig?<\/b><\/h2>\n

En af grundene til, at brands falder fra, er, at de f\u00e5r negative associationer hos deres m\u00e5lgruppe. Det kan v\u00e6re som f\u00f8lge af en katastrofal fejltagelse, eller simpelthen fordi de er blevet mindre og mindre politisk korrekte i \u00e5renes l\u00f8b.\u00a0<\/span><\/p>\n

Lilt har aldrig v\u00e6ret kontroversiel som s\u00e5dan, men hvis vi aktivt skulle lede efter noget problematisk, kunne vi pege p\u00e5 tilegnelsen af caribisk kultur.\"\"<\/a><\/span>Tidligere var de omgivelser, der dannede baggrund for tv- og pressereklamer, og karikaturerne af Lilt Man og senere Lilt Ladies, bevidst tilpasset den jamaicanske kultur. Det er p\u00e5 trods af, at Lilt kun er tilg\u00e6ngelig i USA.<\/span> Storbritannien, Irland, Gibraltar og Seychellerne<\/span><\/a>.\u00a0<\/span><\/p>\n

Brand rehab<\/b><\/h2>\n

Kan det v\u00e6re, at Coca-Cola regner med, at denne del af brandet kun vil blive mindre velsmagende med tiden? Det er ikke sandsynligt. I virkeligheden kan man relativt nemt navigere v\u00e6k fra s\u00e5danne associationer, og det er en proces, der faktisk har st\u00e5et p\u00e5 siden 1990'erne. Selv m\u00e6rker med en virkelig problematisk fortid kan rehabilitere sig selv uden en navne\u00e6ndring.<\/span><\/p>\n

\"Robertsons<\/a>
Robertsons rehabiliterede<\/figcaption><\/figure>\n

Robertsons Jam udholdt \u00e5rtier med kontroverser, f\u00f8r de droppede den racistiske karikatur, der var en integreret del af deres branding. Selv efter <\/span>uden undskyldning \"pensionerer\" Golly<\/span><\/a>var brandet i stand til at forts\u00e6tte ved at forf\u00f8lge en alternativ brandretning. Offentligheden kan v\u00e6re tilgivende over for langvarige brands, s\u00e5 l\u00e6nge de udvikler sig p\u00e5 en m\u00e5de, der er f\u00f8lsom over for skiftende kulturelle klimaer.<\/span><\/p>\n

Fordele ved rebranding<\/b><\/h2>\n

De fleste virksomheder er ikke s\u00e5 store som Coca-Cola Company. Men mindre bagage og lavere omkostninger giver virksomhederne mulighed for at v\u00e6re mere dynamiske med deres branding. Her er, hvorfor en \u00e6ndring kan v\u00e6re en god ting.<\/span><\/p>\n

Fornyet relevans<\/b><\/h4>\n

Med tiden kan en virksomheds branding blive for\u00e6ldet og irrelevant for m\u00e5lgruppen. Rebranding kan hj\u00e6lpe virksomheden med at forblive aktuel og konkurrencedygtig p\u00e5 et hurtigt skiftende marked og sikre, at den forbliver relevant for sine kunder.<\/span><\/p>\n

\u00d8get synlighed<\/b><\/h4>\n

Rebranding kan ogs\u00e5 hj\u00e6lpe en virksomhed med at tiltr\u00e6kke nye kunder ved at \u00f8ge dens synlighed. Ved at opfriske sit image og sin markedsf\u00f8ring kan virksomheden n\u00e5 ud til nye m\u00e5lgrupper og skabe interesse hos potentielle kunder.<\/span><\/p>\n

Forbedret omd\u00f8mme<\/b><\/h4>\n

En rebrandingindsats kan hj\u00e6lpe med at forbedre en virksomheds omd\u00f8mme, is\u00e6r hvis den har v\u00e6ret udsat for negativ presse eller kritik. En vellykket rebranding-indsats kan hj\u00e6lpe virksomheden med at overvinde tidligere problemer og pr\u00e6sentere et mere positivt image for offentligheden.<\/span><\/p>\n

Konkurrencedygtig fordel<\/b><\/h4>\n

Rebranding kan ogs\u00e5 give en virksomhed en konkurrencefordel ved at adskille den fra sine konkurrenter. Ved at differentiere sig p\u00e5 markedet kan virksomheden tiltr\u00e6kke kunder, der er p\u00e5 udkig efter noget nyt og anderledes.<\/span><\/p>\n

Ulemper ved rebranding<\/b><\/h2>\n

Selv sm\u00e5 virksomheder arbejder h\u00e5rdt p\u00e5 deres brands, og det er sv\u00e6rt at komme videre fra noget, man har arbejdet h\u00e5rdt p\u00e5 at etablere. Der er en r\u00e6kke mindre attraktive faktorer, der skal overvejes forud for en engros rebranding.<\/span><\/p>\n

Dyrt<\/b><\/h4>\n

Rebranding kan v\u00e6re en dyr proces, is\u00e6r for sm\u00e5 virksomheder, der m\u00e5ske ikke har ressourcer til at investere i en komplet overhaling af deres image. Omkostningerne kan omfatte alt fra design og markedsf\u00f8ring til juridiske gebyrer i forbindelse med varem\u00e6rkebeskyttelse og omregistrering af virksomheden.<\/span><\/p>\n

Risikabelt<\/b><\/h4>\n

Rebranding kan ogs\u00e5 v\u00e6re et risikabelt tr\u00e6k, is\u00e6r hvis virksomheden har en st\u00e6rk brandidentitet, der er veletableret p\u00e5 markedet. En d\u00e5rligt udf\u00f8rt rebranding-indsats kan fremmedg\u00f8re eksisterende kunder og skade virksomhedens omd\u00f8mme.<\/span><\/p>\n

Tidskr\u00e6vende<\/b><\/h4>\n

Rebranding kan v\u00e6re en tidskr\u00e6vende proces, der kr\u00e6ver omfattende research og planl\u00e6gning. Det er vigtigt at sikre, at det nye brandimage stemmer overens med virksomhedens m\u00e5l og v\u00e6kker genklang hos m\u00e5lgruppen. Det kan tage v\u00e6rdifuld tid og ressourcer, som virksomheden ellers kunne bruge p\u00e5 andre prioriteter.<\/span><\/p>\n

Usikre resultater<\/b><\/h4>\n

P\u00e5 trods af virksomhedens bedste indsats er der ingen garanti for, at en rebrandingindsats bliver en succes. Selv hvis det nye brandimage bliver godt modtaget af offentligheden, kan det tage tid at se en positiv effekt p\u00e5 virksomhedens bundlinje.<\/span><\/p>\n

Rebranding <\/span>kan<\/span><\/i> v\u00e6re en effektiv m\u00e5de for virksomheder at forblive relevante og konkurrencedygtige p\u00e5 et marked i hastig forandring. Det er dog vigtigt at overveje fordele og ulemper, f\u00f8r man kaster sig ud i et s\u00e5 dristigt tr\u00e6k. En vellykket rebranding-indsats kan give en virksomhed fornyet relevans, \u00f8get synlighed og et bedre omd\u00f8mme. Men det kan ogs\u00e5 v\u00e6re dyrt, risikabelt, tidskr\u00e6vende og usikkert med hensyn til resultaterne. Som med enhver forretningsbeslutning er omhyggelig research og planl\u00e6gning n\u00f8glen til at tr\u00e6ffe et informeret valg.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

Today, we mourn Lilt. The Coca-Cola Company has called time on the trade name for this fruity, refreshing drink. The “totally tropical taste” will live on, rebranded as “Fanta Pineapple and Grapefruit” but the name “Lilt”, along with its distinctive packaging, will cease to be. The Lilt rebranding is aimed at boosting sales by aligning […]<\/p>\n","protected":false},"author":134,"featured_media":73418,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[],"class_list":{"0":"post-73413","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing"},"acf":[],"yoast_head":"\nLilt: Rebranding Lessons From A Singing Monkey - Solopress UK<\/title>\n<meta name=\"description\" content=\"Today, we mourn Lilt. The Coca Cola Company has called time on this totally tropical brand. 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