Aunt Jemima and Uncle Ben’s Make a Statement: Rebrand Considerations for Marketers

Posted on by Chief Marketer Staff

The Black Lives Matter movement has challenged many brands to take a hard look at their company values and enact real change at an incredible pace. And some of that change involves embarking on a complete rebranding. Quaker Oats, for instance, announced it will rebrand its Aunt Jemima maple syrup, which it acknowledged is based on a racial stereotype. Uncle Ben’s is taking similar measures, and others will likely follow. If a rebranding is on the horizon for your business, it’s important to consider some do’s and don’ts of a public rebrand, according to PRNEWS.

First, it’s crucial to define what success will look like for your brand and outline what you hope to accomplish in the short- and long-term. Companies should also remember to be patient and refrain from rushing to present the new-and-improved brand to the public. Consider both your core consumer and your new consumer when rebranding. You’ll also need to assess what the cost will be and the length of time the process will take—and be sure to communicate that to internal stakeholders. For more considerations for marketers embarking on a rebrand, read on in PRNEWS.

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