Expert: Peter Gabany - 6/9/2008

Question
what is the importnce of advertising in rebranding and positioning

Answer
Rebranding and positioning tools include advertising but as far as we're concerned a distant back seat to the substance of rebranding or repositioning.

Imagine a new innovative technology that could revolutionize the world as we know it. Something that everyone would want to have and gravitate to. Something that had a relatively low entry price and offered consumables at an extremely affordable price point. In fact you could afford to give one a way for free - regularly.

Now create an ad campaign that has a simple graphic and logo and product name - do you believe it will sell? Do you believe that the advertising can leverage the hearts and minds of the consumer? Really think of this. The consumer knows nothing of the technology - all they can see is the simple graphic, a logo and product name. And let's just say that it is consistent with the overall new branding but successfully marries with the original brand. Let us say that the ad creative was stellar and worth any number of awards.

There is no definitive way of telling whether or not this technology would have become successful with out the PR component. But it would be safe to say that it would have taken much longer if the communications relied only on the advertising to sell through.

iPod and the apple iTunes technology was at this juncture in the late 90s. None of us are certain if Steve Jobs knew that this revolution would have been as big as it has been. But we assure you that while the ad campaign was award winning and breakthrough it was the foundations of rebranding that are so VERY important.

If the iPod was crap - and frankly the first generation was poor with all of its battery problems, if the interface - iTunes – was not as complete as it was upon launch and the buying experience was not sorted out ahead of time and if the packaging, industrial design, ease of use was not a hit then all the adverting prowess and genius would never have created a strong brand position.

Advertising as prominent as it is in modern culture's phsychy can only play a supporting role when rebranding. To ignore this could be perilous to the remaining brand equity and offer a setback if pursued.

I hope and trust that this meets with approval,

Pete Gabany