Wednesday, December 21, 2011
I watch NASCAR for the crashes... revisited
The following is my most read blog post. This was written 2 years ago - almost to the day - and to date has had over 2500 views. A lot had happened since then. Novell was acquired by Attachmate and I've since moved on to a new opportunity at Empathica.
As I read it I reflect back on how daunting a task something that sounds as simple as re-branding is. I recently saw an article about HP having had an opportunity to update their logo for which they passed on. This sparked much uproar online about the opportunity they missed. Well, if my experience tells me anything it's that re-branding and changing the world's perception about you takes much more than a new logo. Or even a new vision statement as with what Novell tried to do. It takes a full company effort, and the new brand you want to create needs to be compelling enough to have widespread adoption in the market at large. Very few companies have been able to do this successfully, particularly large ones.
In fact in 2012 we can all watch in real time how this same exercise will unfold at RIM. Once having defined the smartphone, they now struggle to change the world's perception of what they do and why they do it. I'm sure some will suggest a logo change, or a new vision or mission statement, but the reality is it will take much more.
Maybe they can even pick up a lesson or two from NASCAR...