• old sofa
    What She Said.

Cocktail Friday: Celebratory Wine

April 14, 2017
Author: Kelly Elarbee
Its Cocktail Friday here at The Specialist Works US and we are celebrating all together with a Going Away Celebration involving wine for our intern, Yldamarie! She will be graduating in May from Georgia State University with a degree in Journalism. After, she will be studying abroad in Ecuador practicing Nonprofit Public Relations. We are wishing her bon voyage on this new journey.

When it comes to new experiences, companies can also partake in change. Rebranding is a marketing strategy where an established company or organization changes their appearance with a new name, term, symbol, or a combination of the options. They do so with the intention of developing a new and different identity among the minds of consumers, investors, competitors, and other stakeholders. Normally, radical changes to a brands logo, name, image, marketing strategy, and advertising themes occur.

A successful example of rebranding would be Apple. It is said that Apple has possibly one of the best rebranding stories of our era. In the early 1990s, Apple was suffering from low sales, low consumer interest, and competition was taking consumers away. These were issues until Steve Jobs took over the company in 1997. Jobs presented an image of minimalism and modernity. He did this with new innovative products and a series of advertising and marketing campaigns that focused on experiences as opposed to purchases. Through this, they were able to attract a new, diverse customer base. A little change and introspection can be healthy and exciting. Whether its the thrill of traveling to a new country or the excitement of reinventing your brand, new experiences are valuable exercises in learning and growth.