2009 Phoenix Project Contest Entries
Savannah College of Art & Design & BrandlandUSA.com
academic exercise answering the question if really old brands can truly have new
lives. The students of Prof. Sean Trapani's Branding Theory class have taken favorite old,
legacy brands and repositioned them for a new markets and changing times.
The spring 2009 branding theory class took a list of 30 or so brands from the website
BrandlandUSA.com and decided which ones of the group they would like to
try and revive.
They then picked favorite old, dying or dead brands from the list, and came up with a new positioning statement for them.
To find out more:
Brands on the final revival list (Click on brand for brief history from BrandlandUSA): Great Atlantic & Pacific Tea Co.
, Climax Ginger Ale
, F. W. Woolworth
, Mr. Donut
, Hai Karate
, El Marko
and International Harvester Scout
Full hi-res PDFs are available at the BrandlandUSA Scribd account or by clicking on the images individually. Click www.scribd.com/brandlandusa
for a full lineup of hi res printable pdf entries.
F. W. Woolworth Company
Students: Michael Miano, Joe Amodio
Brand problem: Non-existent
in the U.S for over 30 years. They closed down because they widened
their retail focus to include most household items as well as clothing
for men, women and children–eventually dying out when the big box
Brand solution: Redefine
the Woolworths brand, using its legacy in apparel, and reposition
Woolworths as an online retailer of goods for the metropolitan
businessman. This brand would compete with online retailers such as
Land’s End and L.L. Bean. But instead of using an outdoors
metaphor, the new brand would use the concrete jungle.
Climax Ginger Ale #1
Student: Eric Bubash
Brand Problem: The
brand is extinct. Newspaper archives revealed Climax ginger ale
was positioned to the social elite but lost steam and later died in the
Brand Solution: Reintroduce
Climax as the “Ritzy” ginger ale. Allow the archetype
to accommodate today’s socio-economic realities with a little bit
of “Rushmore” humor. (Note: ad comp for concept only. Would hire professional illustrator for final ad version.)
Climax Ginger Ale #2
Student: Callie Vinson
Brand Problem: Climax
was discontinued due to low sales. Modern primary research revealed
that Climax had no perception in the mind of the consumers aged between
30-45. People had never heard of Climax, however, liked the name.
Brand Solution: Utilize
the name of the brand as their primary marketing strategy having Climax
ginger ale as an edgy soda brand. Today’s younger market
would not be offended by the risqué brand name.
Student Team: Rodrigo Mitma, Josh Finkelstein
Big-Box and online electronic stores are superior in sales. Research
shows that the consumer has a negative perception of the brand.
Research also shows that people are displeased with
employees and their ability to help them. Weak
sales due to big-box and online electronics retailer competition. New
primary research indicated poor consumer perception of employee
knowledge, which fought the brand's "we've got answers" advertising
Using the consumers’ notion of Radio Shack as only useful when
convenient, we will rebrand Radio Shack as the convenient store.
This will reposition Radio Shack as the alternative to big-box stores. Focus on how the brand allows consumers to "get on with their life"
instead of shopping.
Mister Donut #1
Student: Tamara Miller
Brand problem: The
brand is an unknown brand in the consumer’s mind and is no longer
available in the U.S. It is however a very successful brand in Japan,
The Philippines, and El Salvador.
Brand solution: Bring Mister Donut back to the U.S. using the current archetype that’s being used in the Western Hemisphere.
Mister Donut #2
Student: Nick Brower
Brand problem: Mister
Donut was the largest competitor to Dunkin' Donuts, which was founded
in 1950, before being acquired by Dunkin' Donuts' parent company,
Allied-Lyons, in February 1990. The Brand no longer exists in the
Brand solution: Create
the perception that Mister Donut is “The Chef Inspired
Pastry.” Focus on being the gourmet doughnut that is inspired by
chefs and made with fresh ingredients and rich taste, like the Kiwi and
other whole ingredients.
Hai Karate #1
Student: Joaneda Nobime
Brand Problem: Non-existing in the consumer mind (age 30 and under), can only be bought today as a collectible item on website like Ebay.
Brand solution: Reposition Hai Karate as a “Sage” brand for mature men who believe that real strength is inner strength.
Hai Karate #2
Student: Will Stearns
Brand Problem: Brand
was discontinued because it was positioned as a “lover”
brand, which did not differentiate it from most other colognes. Primary
Research showed that consumers were repelled by the cheesy connection
to karate. Brand was viewed as a cheap cologne for insecure young men.
Brand Solution: Work
with the true merits of karate such as independence and wisdom. Use
connections with Asian philosophies such as Taoism, which teaches of
harmony with the universe (going with the flow). Brand will represent
self-exploration and the knowledge that comes from it.
International Harvester Scout
Trish Cobb and Sheena Kocher
IH Scout is non-existent today in the consumer’s mind, not
surprising because the last IH Scout was manufactured in 1980. After
surveying 23 people, both males and females, ages 16-35, two people
knew what the IH Scout was.
Since the IH Scout held no place in the consumers mind, it was all
right to completely make it a different SUV. Position the IH Scout as
the “rebel” SUV, going where the consumer wants to go, and
not sticking to the path created for it.
Great Atlantic & Pacific Tea Co. #1
Student: Burton C. Runyan
The A&P went from 16,000 stores in the 1930s to only 110 today. In
a market with national, regional, and local chains and stores, A&P
became lost in the mind of the consumer. The typical grocery
supermarkets are all positioned similarly and A&P must break from
this to stand out.
To keep The A&P from becoming The Late, Great Atlantic and Pacific
Tea Company, position them as an "Explorer" brand. This is achieved by
touting the fact that the chain was once a leader in its category
because of a passion for bringing trade goods in to one primary
location where everyone could get them. Their 150-year history gives
them the credentials to back this position up.
Great Atlantic & Pacific Tea Co. #2 (right)
Student: Stephen Cyr
Brand problem: Although
once the leader brand in their category, boasting private labels that
Americans knew and loved, A&P has shrunk from a unique, national
grocery chain to a niche supermarket chain secluded to the Northeast.
Focus on the “Ann Page” private label and use its age as a
proof point of its quality and wholesomeness, thus helping to position
A&P as an innocent brand.