I am writing in response to David Benady’s article headlined Identity Crises.
The Abbey case is one of a change in business circumstances. It cannot possibly be put in the category of a rebranding disaster. To say that this case would ‘damage the standing of Wolff Olins’ is simply melodramatic.
I disagree that ‘rebranding usually fails’. Nike was a rebrand, from Blue Ribbon Sports. Orange was a rebrand from Rabbit. Kingfisher was a rebrand from Woolworths. Novartis from Ciba Geigy, O2 from BT Wireless.
Incidentally, Orange, Kingfisher, Tate and Unilever – hailed as success stories – were rebranded by Wolff Olins.
Alice Huang, Business development director UK, Marketing director Europe, Porter Novelli, London W2