Why are companies changing their brand name?! This is boggling my mind. Not that I can be seen regularly using the dishwasher, but I am very familiar with the brand Electrasol – and if you aren’t, then something is wrong with you, end of story. Guess what they changed their name to?? “Finish.” That’s it. Well I guess in liue of their one-word brandname change, I have one response:
Why????????????????
It just has never made sense to me to take a well established brand and call it something new. That’s what slogans are for – they are allowed to change regularly for different marketing campaigns, but the actual name of your product? I’m not digging this.
I think a better route would have been to change their tagline or something to include “finish” in it…I noticed their domain is now http://www.finishdishwashing.com, and to me, that screams something more clever about being ‘finished washing dishes’ than the simple route they took. Oh well…anyone else notice that when you say the word “finish” over and over it starts to seem like you are referring to someone from Finland?? Maybe it’s just me…
I guess one perk might be some deep discounts for the formerly branded items…not that I have a need for them, but I’m sure some people do.
Anyone have any thoughts on this?
You can’t say that I didn’t warn you….
So, in lieu of your last post (Eye Spel goode) about grammar and spelling, I’d like to inform you that:
1. liue is actually lieu
And now, for some on topic discussion.
I believe that sometimes changing your entire brand is warranted, especially if the entire company is being revamped, which is obviously the case with Electrasol.
Sometimes you just need a face-lift, and the ability to escape any previous stigmas or generate some much needed PR for a dying brand. Re-branding offers the ability to establish themselves in a different light, which could prove to be beneficial being as though I had honestly never heard of them. (I’m not much of a dishwasher either)
Furthermore, a company of the size and stature of Electrasol can pull this off much more effectively because it becomes “news”. A small company changing their entire brand would go unnoticed, whereas a corporate giant like Electrasol changing their name entirely gets plenty of free PR.
Add to this the fact that they’re blatantly advertising their previous affiliation to the brand Electrasol, to immediately establish credibility among those of us that aren’t in the soap-know, and I’d say it should be a moderately effective campaign.
Perhaps it’s smarter marketing than you’re giving it credit for.
As much as I agree that it can be successful, I also think that they took an interesting/unique/well-known brand name and changed it to a common word that hardly resonates with me.
I guess only time will tell if it will be a success, but I think if they were going to give themselves a face-lift, it should have been more thought out and much more cleverly done…
Oh and also, look how much you used the word Electrasol in your comment, and not once did you call them Finish…I wonder why? Especially since you hadn’t heard of Electrasol to begin with….hm….which one resonates more??
If you look outside the US “finish” is a very big brand in Europe. Reckitt-Benckiser, the manufacturer, probably is going to save a lot of money by not having to manage two different types of packaging, marketing campaigns, etc for the same product. At the end of the day, do you really think anyone will care that the name of their dishwasher tablet is a little different? I think they are doing a great job of transitioning the name over so as not to confuse anyone. Overall… smart move!