{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2Fbfb42c69-93c4-4d3a-8df4-2ef92c39b2b3","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"","title":"#4. Rebranding is HOT: when is the right time for you, & how to make it work for staff, customers & shareholders","description":"Season 1: 'The Branding Series' / Episode # 4\r\n\r\nBrand Experts Reveal What It Takes, Why It's Important, And Top Entrepreneurs Share True Stories That Will Help You \u2018Crack The Code\u2019 To Growth In Your Own Venture.\r\n\r\nFeature Story: The COO of a Australia's best known real estate company, LJ Hooker, Ruth Trewhella, shares the story of their recent brand refresh and why they dumped the iconic tagline 'Nobody does it better' after nearly 40 years.\r\n\r\n\u201cWhen we reflected on 'nobody does it better' and 'LJ hooker, you're the best' it very much spoke to us and not necessarily to the customer. And we firmly believe that the customer is at the centre of everything we do. And so that was the turning point for the rebranding.\u201d \u2013 Ruth Trewhella, COO of LJ Hooker\r\n\r\nGuest Bios:\r\n\r\nFred Schebesta (https://www.linkedin.com/in/fredschebesta/)is co-founder of $250 million comparison site Finder (Finder.com.au) He is listed #22 on AFR's young rich list.\r\n\r\nRuth Trewhella (https://www.linkedin.com/in/ruthtrewhella/) is COO of LJ Hooker Real Estate, with 700 offices and 8,000 staff. (https://ljhooker.com.au).\r\n\r\nRachel Bevans (https://www.linkedin.com/in/rachelbevans/) is branding expert and director of The Healthy Brand Company (https://www.thehealthybrandcompany.com/)\r\n\r\nJon Michail (https://www.linkedin.com/in/jonmichail-imageconsultant-personalbrandingcoach/)\u2013 brand expert and and image consultant, director at the Image Group (https://www.imagegroup.com.au/) \r\n\r\nWhat to listen out for:\r\n\r\n0.30: Nerds of Business has been featured by Apple podcasts. Leave your feedback here: https://nerdsofbusiness.com/contact/\r\n\r\n2.22: Rebranding example using of Coca Cola vs Pepsi\r\n\r\n5.11: What a rebrand is supposed to achieve\r\n\r\n7.52: Warning signs it's time to rebrand\r\n\r\n9.10: How often do businesses need to rebrand?\r\n\r\n11.28: The practical steps to make rebranding work for all stakeholders\r\n\r\n12.51: The benefits SME's can expect from rebranding\r\n\r\n14.42: How scandal and crisis can drive the need for rebranding\r\n\r\n16.17: Thoughts on Harvey Weinstein scandal\r\n\r\n19.48: How Finder used a jingle/rap song to consolidate their rebrand with staff\r\n\r\n22.14: The iconic LJ Hooker jingle and tagline from the 1980's\r\n\r\n24.39: The process LJ Hooker used to develop the new tagline 'when you know, you know' \r\n\r\n29.42: Why rebranding and refreshing is so important for real estate brands\r\n\r\n30.29: What plans does LJ Hooker have to roll this brand refresh out across the business \r\n\r\n35.26: NERD UNDER PRESSURE - recurring segment - featuring Ruth Trewhella\r\n\r\nResources and links:\r\n\r\nCoca Cola brand fail https://www.marketing91.com/coca-cola-brand-failure/\r\n\r\nPepsi taste test challenge https://en.wikipedia.org/wiki/Pepsi_Challenge\r\n\r\nPeps vs Coke brand value https://hbr.org/2000/01/the-brand-report-card\r\n\r\nLJ Hooker TV ad with jingle https://www.youtube.com/watch?v=pAAZujc00A4\r\n\r\nFinder.com.au rap song https://www.youtube.com/watch?v=ENkWI3cQEW8\r\n\r\n*****\r\n\r\nEnjoyed this podcast? >>>> Please SHARE via text or social media ((!))\r\n\r\nGet in touch with us here: https://nerdsofbusiness.com/contact/\r\n\r\nYou can follow Nerds of Business on socials:\r\n\r\nTwitter: https://twitter.com/business_nerds\r\n\r\nFacebook: https://www.facebook.com/nerdsbusiness/\r\n\r\nLinked in: https://www.linkedin.com/company/nerds-of-business/","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/0cac8944-14c5-4968-9e35-81c2d9223bd9/VpWbFk__4M_L7FoBCamexyog.jpg"}