Reclaiming A Brand: The PR Story of Velcro

Xerox did it. Kleenex did it. Post-its did it. Now Twinkies, among others, are working to do it. The “it” here is reclaiming a brand from potential generic usage and, in the process, losing a valuable business trademark. Now VELCRO is working to do it. We all know what “velcro” is—that incredibly handy fastening device used to seal and unseal everything from shoes, bags, backpacks, briefcases, coats, swimsuits, scuba wear, household devices, and even disposable diapers.

hook and loop

Velcro-style hook and hoop fastener

Well, what many may not be aware is that VELCRO is a company and a brand, not just a fastening material—categorically known as ‘hook and loop’ fasteners. So now, in case you missed the previous rebranding campaigns cited above, here’s another opportunity to watch a global company as it embarks on a rebranding effort  to “snatch back” its singular identity in the public mind. It’s a fascinating public relations and marketing case study, not to be missed.

For starters, here’s a few things to know:

VELCRO kicked off its rebranding initiative in March, 2012 with a public announcement and the unveiling of its Brand website:

http://www.velcro.com/About-Us/Press-and-News/Velcro-Website-Launch.aspx

As the larger campaign unfolds, it is perhaps just now just coming into public awareness, with online advertising and stronger social media presence.

Velcro ad

As we said, this will be a very interesting campaign to watch. See if it changes your own understanding and behavior.

Also, for the fun of it, here’s a list of other companies who’ve had to travel down this same rebranding path, albeit, perhaps not so successfully. Keep in mind, for us it might seem like the game of “Trivial Pursuit”; for these companies, it’s big and serious business!

Note: We’re riding a trend! Shortly after we published this post, we found these  write-ups on similar campaigns underway with Xerox (http://bit.ly/1b4OSsR) and Twinkies (http://bit.ly/18cvGt1), also mentioned in our story. All are worth checking out for the hows & whys and lessons learned.

 

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7 Responses to “Reclaiming A Brand: The PR Story of Velcro”


  1. 1 Anna Seacat July 15, 2013 at 6:24 pm

    Thank you for sharing this observation with the marketing world. I think that Velcro’s effective use of SMM (social media marketing) is clearly contributing to its effort to increase brand preference among a specific target market. Specifically, Velco’s blog and Pinterest accounts are great examples of SMM done well. However, considering how crowded the craft marketplace is, I wonder how Velcro’s brand is performing in the world of search. I cannot think of a specific keyword phrase that would result in a Velcro listing, can you?

    @AnnaSeacat
    SociallyMindedMarketing.com

    • 2 prdoctorchicago July 15, 2013 at 9:16 pm

      Hi, Anna. We appreciate your feedback, and welcome all such thoughtful replies. However, we’ll refrain from picking keywords for Velcro Industries, unless they pay us to do so. However, if you’re really curious, maybe you can check it out in Adwords or any other online ad platform. Many regards!

  2. 3 Anna Seacat July 15, 2013 at 9:21 pm

    Makes sense to me. Thank you for the reply.

  3. 5 Charley September 2, 2013 at 12:09 pm

    Excellent blog you have here but I was curious about if you knew of any discussion boards that
    cover the same topics discussed in this article?
    I’d really love to be a part of community where I can get
    feed-back from other knowledgeable people that share the same interest.
    If you have any suggestions, please let me know. Kudos!

    • 6 prdoctorchicago September 3, 2013 at 2:44 pm

      Thanks for your response. We like to think of PrDoctorChicago as a kind of community. We invite your feedback on all topics, and we’ll even consider guest posts that are relevant. So please feel free to keep reading our posts, writing back, and perhaps sharing what you like. That’s what me like most about a community. Cheers!


  1. 1 Materials Series – Inventors Love Velcro! | Apparel stuff Trackback on August 8, 2013 at 5:13 am

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