Posts Tagged 'trademarks and corporate identity'

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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