Avoiding the brand pitfalls

At Reddy Siddiqui we can advise business owners in the London area on many aspects of running and growing a business. Here are some traps to avoid when branding or rebranding...

Even the biggest companies can make branding errors...

Beware when rebranding

Although you should reassess your brand from time to time to ensure that it has not become outdated or inappropriate, it is important not to alienate your existing customers.

One of the most famous examples of disastrous rebranding came in 1985 with Coca-Cola's abrupt replacement of its most famous product with the sweeter 'New Coke'. The move had come in response to a shrinking market share, as blind tests suggested that many people preferred the taste of Pepsi.

The change was a public relations debacle and Coca-Cola were forced to revert to their original formula. However, there was a twist in the tale, as nostalgic demand for the traditional Coke had grown so strong that the company was soon able to re-establish its market lead.

Lost in Translation?

Do you intend to trade overseas? If so, take care to research your local market. Legend has it that Chevrolet's Nova model failed to sell in Mexico because "no va" in Spanish translates as "it doesn't go". Meanwhile the Kentucky Fried Chicken slogan 'finger-lickin' good' came out as 'eat your fingers off' in China.

Some of these stories might in fact be urban myths, but the moral - that careful research is vital - is valid.

If you are in the London area and are looking for support and advice from a team of professional accountants and business advisers, contact Reddy Siddiqui.

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Reddy Siddiqui LLP, 183-189 The Vale, Acton, London W3 7RW

Reddy Siddiqui is the trading name of Reddy Siddiqui LLP, a limited liability partnership. This firm is registered to carry on audit work in the UK and Ireland by the Institute of Chartered Accountants in England and Wales. Registered office is 183-189 The Vale, London W3 7RW. Registered in England and Wales No. OC417809

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