There are many reasons why a company might want to update a key element of its brand. Marketing elements get stale. From websites to corporate newsletters to blogs, there is a need from time to time to update and refresh an element without needing to overhaul the entire brand. There are also times when a company wants to reposition itself within an existing market. As a business evolves, it might identify an approach that has more potential to connect with clients. To make the shift in order to capture new opportunities, there can be a need to rebrand one or several key marketing elements. At other times, a company might rebrand some element of its marketing as part of an effort to enter a new market or geographic area. KFC did that when it changed the look of Colonel Sanders to look more oriental when the company expanded into China. It could be a matter of differentiating from the competition or acknowledging cultural differences.
Whatever the reason, most companies eventually give one or more marketing elements a makeover. It’s a process that should not be taken lightly. This month, Madison undertook to give one of the long-established elements of its own brand a big redesign. Madison changed the design of Monday Mornings with Madison (MMWM), the company’s weekly column-blog. The masthead of the MMWM email notification — used for a decade — was retired and replaced with a new, fresh design, as was the blog itself. The goal was to update the look to reflect today’s aesthetics and align it with Madison’s expanding position as a growing leader in the real estate marketplace. Read on for a real case study of a blog makeover. Continue reading