The Art and Science of Rebranding

It's important to note that research and strategic planning play a key role in a successful rebranding campaign. The key stakeholders, customers and employees should be taken into account. It's also important to look not only at the historical aspect of the company -- but the potential new horizons that will be the future of the brand.

Seeing into this future is part of the visionary skill set of the brand development team. Is there any equity in the current brand? Is it a complete overhaul -- or a brand evolution?

TGI Friday’s Brand Revamp

Challenge: Bring new life and pizzazz to a well-known brand that had lost just a little of its luster in the wake of new and more exciting restaurant concepts.

Insight: TGI Friday’s was the birthplace of fun but had become a cliché. It had become just a place to eat, rather than a destination for fun.

Solution: For starters, we reminded people that the Friday night experience was only a visit away. By taking ownership of the fun and excitement of Friday nights we were able to reinvigorate the brand with contemporary relevance, while retaining its core values. Our external and internal communications featured the updated décor, new tantalizing entrees and the flamboyant cocktails that Friday’s became famous for. We made Friday’s newly relevant – and fun.