Building a brand takes a well planned and coordinated effort by the publicity agency, the pr clients and in most cases the marketing department who develops the pr marketing strategies. But when you need to re-establish a name, that can become a different challenge.
Recently we were contracted to help market the Laura Scudder’s brand. Many of you may not remember this name, but it was one of the best known brands in Snack Foods during the early 50’s through the mid 70’s. Although the original company started in the late 1920’s, it wasn’t really popular until the early 50’s. If you are a PR client who was in business during that era, or publicity agency in Orange County during the 60’s or 70’s then you know the name.
In order to re-build back the name recognition, we began with the logo. Keeping the scrip style type is important. The style that is used today is a modification of what was used in the late 80’s. The publicity it garnered over the years was positive, so it was decided to continue with that font. The images will now include many of the “past” illustrations, such as the Mayflower sailing ship, which was used during the 60’s. Other designs will also be picked up from the era past.
No matter the product, re-branding a name requires the same tactics as it would when building a new brand. The only advantage, the name Laura Scudder’s had a position in the marketplace, we just need to re-ignite that name and image through a publicity effort. The literature we created for the newer items, such as the dry dip mixes capitalized on the freshness and the original illustrations from the packages.
As we progress further with the branding of the Laura Scudder’s name, I’ll keep you posted with the pr marketing strategies and creative we use.