{"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-os-pros-e-os-contras-do-rebranding-e-uma-licao-de-um-macaco-cantor","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/pt-pt\/business-marketing\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\/","title":{"rendered":"Lilt: os pr\u00f3s e os contras do rebranding (e uma li\u00e7\u00e3o de um macaco cantor)"},"content":{"rendered":"
<\/div>

Hoje, estamos de luto por Lilt. O A Coca-Cola Company cancelou o nome comercial desta bebida frutada e refrescante. O \"totalmente <\/span>O \"sabor tropical\" continuar\u00e1 a existir, com a marca \"Fanta Anan\u00e1s e Toranja\", mas o nome \"Lilt\", bem como a sua embalagem carater\u00edstica, deixar\u00e3o de existir.<\/span><\/p>\n

O Rebranding da Lilt<\/a> tem por objetivo aumentar as vendas, alinhando-a com a popular gama Fanta. O esfor\u00e7o de rebranding envolve uma revis\u00e3o completa da embalagem e do marketing do produto. <\/span><\/p>\n

\u00c0 medida que uma empresa evolui e se adapta \u00e0s novas condi\u00e7\u00f5es do mercado, <\/span>pode ser necess\u00e1rio proceder a um rebranding para refrescar a sua imagem e alinhar melhor a marca com os seus objectivos. No entanto, pode ser um processo arriscado e dispendioso. <\/span>Analisamos uma li\u00e7\u00e3o do passado e exploramos os pr\u00f3s e os contras de uma remodela\u00e7\u00e3o da marca para empresas n\u00e3o t\u00e3o globais.<\/span><\/p>\n

Cuidado com as marcas preferidas\"Rebranding<\/a><\/b><\/h2>\n

A oferta de bebidas de fruta gaseificadas da Coca-Cola \u00e9 dominada pela Fanta, que vende mais do que a Lilt em cerca de 18 para 1. \u00c0 luz destes n\u00fameros, \u00e9 f\u00e1cil perceber porque \u00e9 que a Coca-Cola quereria colocar a Lilt sob a bandeira da Fanta. No entanto, pode ser um erro subestimar a afei\u00e7\u00e3o do p\u00fablico pelas suas marcas secund\u00e1rias. Uma li\u00e7\u00e3o da hist\u00f3ria envolvendo um macaco mastigador de cereais demonstra muito bem este ponto...<\/span><\/p>\n

N\u00e3o te metas com o macaco<\/b><\/h2>\n

Em 1997, a Kellogg's, fabricante de Rice Krispies, tentou colocar a sua vers\u00e3o de chocolate do cereal \u00e0 base de arroz sob a mesma marca. Com grandes custos, mudaram a marca Coco Pops para Choco Krispies, num esfor\u00e7o para alinhar a submarca. A mudan\u00e7a n\u00e3o foi bem recebida e as vendas ca\u00edram a pique.\u00a0<\/span><\/p>\n

Embora a receita se mantivesse inalterada, o que mais parecia irritar o p\u00fablico da marca era o facto de o nome j\u00e1 n\u00e3o caber confortavelmente no famoso jingle. O macaco Coco era agora for\u00e7ado a cantar \"I'd rather have a bowl of Choco Krispies\" - um pouco dif\u00edcil de pronunciar.<\/span><\/p>\n

A vontade do povo<\/b><\/h2>\n

O alvoro\u00e7o resultante nos tabl\u00f3ides e os protestos do p\u00fablico levaram a Kellogg's a considerar a sua posi\u00e7\u00e3o. Mas foi aqui que encontraram o ouro do marketing. Em vez de dar uma reviravolta r\u00e1pida e discreta, a Kellogg's tornou-se p\u00fablica e anunciou um referendo sobre o nome. Cerca de um milh\u00e3o de f\u00e3s de cereais votaram, e a mo\u00e7\u00e3o para voltar a \"Coco Pops\" foi aprovada por uma maioria de 92%.<\/span><\/p>\n

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

Talvez nunca venhamos a saber se a publicidade resultante compensou o custo da reformula\u00e7\u00e3o da marca, mas a forma como a Kellogg lidou com o assunto demonstrou um grande conhecimento comercial. As suas decis\u00f5es din\u00e2micas e engenhosas significaram que, quando deixaram cair a bola com uma m\u00e3o, foram capazes de a apanhar com a outra.<\/span><\/p>\n

Ser\u00e1 que a Coca-Cola est\u00e1 a jogar um jogo mais longo connosco? Poder\u00e1 tudo isto ser um estratagema de marketing para reavivar as paix\u00f5es pela Lilt? Ser\u00e1 que o rebranding provocador vai aproveitar a onda de revolta do p\u00fablico at\u00e9 que a marca Lilt seja gloriosamente restaurada? Honestamente, duvidamos que isso aconte\u00e7a, dada a for\u00e7a da marca Fanta, mas ter\u00edamos de aplaudir a ousadia da Coca-Cola se fosse esse o caso.<\/span><\/p>\n

Tropical ou t\u00f3xico?<\/b><\/h2>\n

Uma das raz\u00f5es para as marcas ca\u00edrem no esquecimento \u00e9 o facto de adquirirem associa\u00e7\u00f5es negativas entre o seu p\u00fablico. Isso pode ser o resultado de uma falha catastr\u00f3fica ou simplesmente porque se tornaram cada vez menos politicamente correctas ao longo dos anos.\u00a0<\/span><\/p>\n

O Lilt nunca esteve envolto em controv\u00e9rsia enquanto tal, mas se estiv\u00e9ssemos ativamente \u00e0 procura de algo problem\u00e1tico, poder\u00edamos apontar a apropria\u00e7\u00e3o da cultura caribenha.\"\"<\/a><\/span>No passado, o cen\u00e1rio que servia de fundo aos an\u00fancios na televis\u00e3o e na imprensa, bem como as caricaturas do Lilt Man e, mais tarde, das Lilt Ladies, estavam deliberadamente alinhados com a cultura jamaicana. Isto apesar do facto de o Lilt s\u00f3 estar dispon\u00edvel no<\/span> Reino Unido, Irlanda, Gibraltar e Seicheles<\/span><\/a>.\u00a0<\/span><\/p>\n

Reabilita\u00e7\u00e3o da marca<\/b><\/h2>\n

Ser\u00e1 que a Coca-Cola calcula que este elemento da marca s\u00f3 se tornar\u00e1 menos palat\u00e1vel com o tempo? N\u00e3o \u00e9 prov\u00e1vel. Na realidade, tais associa\u00e7\u00f5es podem ser afastadas com relativa facilidade, um processo que, de facto, est\u00e1 em curso desde a d\u00e9cada de 1990. Mesmo as marcas com passados genuinamente problem\u00e1ticos podem reabilitar-se sem uma mudan\u00e7a de nome.<\/span><\/p>\n

\"Robertson<\/a>
Robertson \u00e9 reabilitado<\/figcaption><\/figure>\n

A Robertson's Jam suportou d\u00e9cadas de controv\u00e9rsia antes de abandonar a caricatura racial que fazia parte integrante da sua marca. Mesmo depois de <\/span>sem qualquer desculpa, \"reformar\" o Golly<\/span><\/a>No entanto, a marca conseguiu manter-se, seguindo uma dire\u00e7\u00e3o de marca alternativa. O p\u00fablico pode ser indulgente com as marcas de longa data, desde que estas evoluam de uma forma que seja sens\u00edvel \u00e0s mudan\u00e7as do clima cultural.<\/span><\/p>\n

Pr\u00f3s do rebranding<\/b><\/h2>\n

A maioria das empresas n\u00e3o \u00e9 t\u00e3o grande como a Coca-Cola Company. Mas menos bagagem e menos despesas gerais permitem que as empresas sejam mais din\u00e2micas com a sua marca. Eis porque \u00e9 que uma mudan\u00e7a pode ser uma coisa boa.<\/span><\/p>\n

Relev\u00e2ncia renovada<\/b><\/h4>\n

Com o tempo, a marca de uma empresa pode tornar-se desactualizada e irrelevante para o seu p\u00fablico-alvo. O rebranding pode ajudar a empresa a manter-se actualizada e competitiva num mercado em r\u00e1pida mudan\u00e7a, garantindo que continua a ser relevante para os seus clientes.<\/span><\/p>\n

Aumento da visibilidade<\/b><\/h4>\n

O rebranding tamb\u00e9m pode ajudar uma empresa a atrair novos clientes, aumentando a sua visibilidade. Ao renovar a sua imagem e o seu marketing, a empresa pode chegar a novos p\u00fablicos e suscitar o interesse de potenciais clientes.<\/span><\/p>\n

Melhoria da reputa\u00e7\u00e3o<\/b><\/h4>\n

Um esfor\u00e7o de rebranding pode ajudar a melhorar a reputa\u00e7\u00e3o de uma empresa, especialmente se esta tiver sido objeto de imprensa negativa ou de cr\u00edticas. Um esfor\u00e7o de rebranding bem sucedido pode ajudar a empresa a ultrapassar problemas passados e a apresentar uma imagem mais positiva ao p\u00fablico.<\/span><\/p>\n

Vantagem competitiva<\/b><\/h4>\n

O rebranding tamb\u00e9m pode dar a uma empresa uma vantagem competitiva, distinguindo-a dos seus concorrentes. Ao diferenciar-se no mercado, a empresa pode atrair clientes que est\u00e3o \u00e0 procura de algo novo e diferente.<\/span><\/p>\n

Contras do rebranding<\/b><\/h2>\n

Mesmo as pequenas empresas trabalham arduamente nas suas marcas, e \u00e9 dif\u00edcil abandonar algo que se trabalhou arduamente para estabelecer. H\u00e1 uma s\u00e9rie de factores menos atractivos que devem ser considerados antes de uma mudan\u00e7a de marca por atacado.<\/span><\/p>\n

Caro<\/b><\/h4>\n

O rebranding pode ser um processo dispendioso, especialmente para as pequenas empresas que podem n\u00e3o ter os recursos para investir numa revis\u00e3o completa da sua imagem. Os custos podem incluir tudo, desde o design e o marketing at\u00e9 \u00e0s taxas legais associadas \u00e0 marca registada e ao novo registo da empresa.<\/span><\/p>\n

Arriscado<\/b><\/h4>\n

O rebranding tamb\u00e9m pode ser uma a\u00e7\u00e3o arriscada, especialmente se a empresa tiver uma identidade de marca forte e bem estabelecida no mercado. Um esfor\u00e7o de rebranding mal executado pode alienar os clientes existentes e prejudicar a reputa\u00e7\u00e3o da empresa.<\/span><\/p>\n

Demora muito tempo<\/b><\/h4>\n

O rebranding pode ser um processo moroso, que exige uma investiga\u00e7\u00e3o e um planeamento exaustivos. \u00c9 vital garantir que a nova imagem da marca se alinhe com os objectivos da empresa e se repercuta no seu p\u00fablico-alvo. Este processo pode retirar tempo e recursos valiosos que a empresa poderia dedicar a outras prioridades.<\/span><\/p>\n

Resultados incertos<\/b><\/h4>\n

Apesar dos melhores esfor\u00e7os da empresa, n\u00e3o h\u00e1 garantias de que um esfor\u00e7o de rebranding seja bem sucedido. Mesmo que a nova imagem de marca seja bem recebida pelo p\u00fablico, pode demorar algum tempo at\u00e9 se verificar um impacto positivo nos resultados da empresa.<\/span><\/p>\n

Rebranding <\/span>pode<\/span><\/i> ser uma forma eficaz de as empresas se manterem relevantes e competitivas num mercado em r\u00e1pida muta\u00e7\u00e3o. No entanto, \u00e9 importante considerar os pr\u00f3s e os contras antes de embarcar numa iniciativa t\u00e3o arrojada. Embora um esfor\u00e7o de rebranding bem sucedido possa trazer uma relev\u00e2ncia renovada, uma maior visibilidade e uma melhor reputa\u00e7\u00e3o para uma empresa. Mas tamb\u00e9m pode ser dispendioso, arriscado, demorado e incerto em termos de resultados. Tal como acontece com qualquer decis\u00e3o empresarial, uma pesquisa e um planeamento cuidadosos s\u00e3o fundamentais para fazer uma escolha informada.<\/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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We explore the pros and cons of a brand makeover.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.solopress.com\/blog\/pt-pt\/negocios-marketing-2\/lilt-os-pros-e-os-contras-do-rebranding-e-uma-licao-de-um-macaco-cantor\/\" \/>\n<meta property=\"og:site_name\" content=\"The Latest Print and Design News | Solopress\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Solopress\" \/>\n<meta property=\"article:published_time\" content=\"2023-02-14T13:14:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-02-16T12:07:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2023\/02\/Lilt-Header.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"445\" \/>\n\t<meta property=\"og:image:height\" content=\"334\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Danny Powell\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@solopress\" \/>\n<meta name=\"twitter:site\" content=\"@solopress\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Danny Powell\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo estimado de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\/\"},\"author\":{\"name\":\"Danny Powell\",\"@id\":\"https:\/\/www.solopress.com\/blog\/#\/schema\/person\/0937555a256c22f94400f4b7e2329c09\"},\"headline\":\"Lilt: the pros and cons of rebranding (and a lesson from a singing monkey)\",\"datePublished\":\"2023-02-14T13:14:55+00:00\",\"dateModified\":\"2023-02-16T12:07:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\/\"},\"wordCount\":1258,\"publisher\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2023\/02\/Lilt-Header.jpg\",\"articleSection\":[\"Business & Marketing\"],\"inLanguage\":\"pt-PT\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\/\",\"url\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\/\",\"name\":\"Lilt: Rebranding Lessons From A Singing Monkey - Solopress UK\",\"isPartOf\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/lilt-the-pros-and-cons-of-rebranding-and-a-lesson-from-a-singing-monkey\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2023\/02\/Lilt-Header.jpg\",\"datePublished\":\"2023-02-14T13:14:55+00:00\",\"dateModified\":\"2023-02-16T12:07:33+00:00\",\"description\":\"Today, we mourn Lilt. 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