Season 1: ‘The Branding Series’ / Episode # 4
Rebranding a business is HOT. When is the Right time for you, & how to make it work for staff, customers & shareholders. Brand Experts reveal what it takes, why it’s important, top entrepreneurs share true stories that will help you ‘crack the code’ to growth in your own venture.
Feature Story: The COO of a Australia’s best known real estate company, LJ Hooker, Ruth Trewhella, shares the story of their recent brand refresh and why they dumped the iconic tagline ‘Nobody does it better’ after nearly 40 years.
“When we reflected on ‘nobody does it better’ and ‘LJ hooker, you’re the best’ it very much spoke to us and not necessarily to the customer. And we firmly believe that the customer is at the centre of everything we do. And so that was the turning point for the rebranding.” – Ruth Trewhella, COO of LJ Hooker
Fred Schebesta (https://www.linkedin.com/in/fredschebesta/)is co-founder of $250 million comparison site Finder (Finder.com.au) He is listed #22 on AFR’s young rich list.
Ruth Trewhella (https://www.linkedin.com/in/ruthtrewhella/) is COO of LJ Hooker Real Estate, with 700 offices and 8,000 staff. (https://ljhooker.com.au).
Rachel Bevans (https://www.linkedin.com/in/rachelbevans/) is branding expert & director of The Healthy Brand Company (https://www.thehealthybrandcompany.com/)
Jon Michail (https://www.linkedin.com/in/jonmichail-imageconsultant-personalbrandingcoach/)– brand expert and and image consultant, director at the Image Group (https://www.imagegroup.com.au/)
What to listen out for:
0.30: Nerds of Business has been featured by Apple podcasts. Leave your feedback here: https://Webbuzz.com.au/nerds
2.22: Rebranding example using of Coca Cola vs Pepsi
5.11: What a rebrand is supposed to achieve
7.52: Warning signs it’s time to rebrand
9.10: How often do businesses need to rebrand?
11.28: The practical steps to make rebranding work for all stakeholders
12.51: The benefits SME’s can expect from rebranding
14.42: How scandal and crisis can drive the need for rebranding
16.17: Thoughts on Harvey Weinstein scandal
19.48: How Finder used a jingle/rap song to consolidate their rebrand with staff
22.14: The iconic LJ Hooker jingle and tagline from the 1980’s
24.39: The process LJ Hooker used to develop the new tagline ‘when you know, you know’
29.42: Why rebranding and refreshing is so important for real estate brands
30.29: What plans does LJ Hooker have to roll this brand refresh out across the business
35.26: NERD UNDER PRESSURE – recurring segment – featuring Ruth Trewhella
Resources & links:
Coca Cola brand fail https://www.marketing91.com/coca-cola-brand-failure/
Pepsi taste test challenge https://en.wikipedia.org/wiki/Pepsi_Challenge
Peps vs Coke brand value https://hbr.org/2000/01/the-brand-report-card
LJ Hooker TV ad with jingle https://www.youtube.com/watch?v=pAAZujc00A4
Finder.com.au rap song https://www.youtube.com/watch?v=ENkWI3cQEW8
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Full text transcriptions of episodes here