consistent with Nadel since the late ’50s – a dedication to our craft and our culture. We used this base at various times over the past 60 years to meet changes in the branded merchandise space and in the world. We believe staying true to our culture and creativity will ensure our future.” The company sought feedback from both within and outside the organization during the branding process. Accurately reflecting the internal voice was of paramount importance. “The year before rolling out the new look, we really wanted to connect with our people on what does it mean to work and be a part of Nadel,” Abergel says. “Our goal throughout this rebrand journey was tomake sure that each employee was a part of the process. The next group was our vendors, and then last were clients. Our employees are the stewards of the rebrand. Their acceptance and adherence without mandates from leadership has been the reward.” And the rebranding has been invigorating within the company. Abergel says, “The way we rolled out the brand is important, and we have a new look that feels so good to us all. My co-workers love wearing and carrying Nadel branded merchandise. It’s a beautiful thing. I think the reason they do is that they are proud for what Nadel stands for. There is deep pride and ownership for this company amongst our people.” Khattak is a news editor at PPAI. Successful Rebranding Campaigns Nadel isn’t the only company to refresh its brand’s look. Here are some recent, successful examples from around the corporate world. • Dunkin’ Donuts dropped the donuts. In its name, at least. The brand still resonates with customers, while reflecting its modernized, broader focus. • Pabst Blue Ribbon – of cheap, college-student-friendly beer fame – remade itself when it entered the Chinese market. As “Blue Ribbon 1844,” it highlighted special ingredients and processes and sold for $44 a bottle. • Founded in 1938, by the end of the 20th century Old Spice was synonymous with the brand “your grandfather smelled like.” In 2010 it successfully battled that stigma and connected with a younger audience with actor Isiah Mustafa, “The Man Your Man Could Smell Like.” ¾ ¾ ¾ As low as $.77(C) ! "# | OCTOBER 2022 | 27 INNOVATE
RkJQdWJsaXNoZXIy NzU4OQ==