#brandrevival

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Norton Motorcycles Launches Bold New Productand Brand Resurgence at EICMA 2025

Norton Motorcycles has unveiled its Resurgence strategy at EICMA, a long-term approach underpinned by the substantial investment by TVS Moto

Norton Motorcycles is speeding into its next chapter — unveiling a bold new product lineup and refreshed brand identity at EICMA 2025 in Milan, as part of its ambitious “Resurgence” campaign.

[prosupplyglobal12]

Sun-Kissed Success: Read to Revitalize Your Brand Through Summer Packaging

Summer is upon us, inviting a refreshing change for your brand's summer packaging. Embrace the rising temperatures and breezy vibes with a splash of creativity and a touch of seasonal charm. Whether you're sending out orders, presenting thoughtful gifts, or simply aiming to elevate your brand's image, this season offers a treasure trove of inspiration to infuse into your packaging. Let's explore some exciting ideas to revitalize your brand’s packaging and make this summer truly unforgettable

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TIME FOR BRAND JUVÉDERM?

By Megan Taylor, Brand Planner

Earlier this week on my way to work, I saw a red mid-’90s Buick drive past me. In the driver’s seat was a gentleman, probably in his late 60s (if I had to guess), with his significant other in the passenger seat. Did I mention he had a cigar in his mouth? Icing on the cake.

Initially, I chuckled at the sight of this spectacle. Then I wondered: What is the fate of Buick as a car brand? In most places, the car you drive says a lot about you. In the instance of Buick, I correlate Buick owners to the grandparents from John Hughes’ Sixteen Candles movie. But in all seriousness, Buick’s target audience is becoming much smaller since its core buyers are mainly Boomers and older.

Lincoln is facing a similar issue. So as an auto manufacturer – more importantly, as a brand – how do you begin to change perceptions? In the industry, there is a classic term: “Evolve or die.” Buick and Lincoln might be the next Mercury or Pontiac if changes aren’t made. One brand that makes for a great case study and example of brand turnaround is Cadillac. 

Within the last 10 years, Cadillac has made a full 180 in how the market and consumers perceive it. Prior to its brand rejuvenation, Cadillac, like Buick, was seen as a company that catered strictly to senior citizens. All of that changed when Cadillac not only made changes to the vehicle lineup (i.e., CTS), but also revisited its core strengths. The new campaigns and vehicles are built around its original competencies in engineering and bravado. Cadillac was able to refresh the brand and make it appealing to a younger, more modern crowd without alienating current customers.

Of course, this entire transformation was done with careful strategic planning and sleek, bold creative. Using taglines such as “When you turn your car on, does it return the favor?”, it certainly doesn’t sound like your grandfather’s car. Today it is no shock to see consumers in their late 20s or early 40s driving a Cadillac. The carmaker has pulled out all the stops – using various media channels, both traditional and non-traditional – to create a new Cadillac. It went outside its consumer comfort zone, recognizing things had to change if Cadillac was to be around for the next 20 to 30, plus years.

Lincoln, on the other hand, is leveraging the TV show Mad Men to its advantage, finding a strategic way of tapping into the popularity garnered around this nostalgic time, a time when American vehicles were kings of the road. So, that carmaker is taking the current perception of Lincoln and spinning it to full advantage – showing that although Lincoln has been around for decades, it can still put luxurious vehicles on the road built for the younger consumer. 

All of this is great – Buick and Lincoln making positive strides toward turning their brand perceptions around. But there is also another opportunity they may not have considered.

To help accelerate toward this brand rejuvenation, targeting the multicultural segment – specifically Hispanics – would be a worthwhile option. We know Buick and Lincoln are attempting to go after the younger generations. Well, 65% of U.S. Hispanics are between the ages of 22 and 35, and over 20% of all Millennials are Hispanic. The estimated purchasing power of Hispanics was over $1.2 trillion by 2012.[1] 

The younger Hispanic generation is also more educated than its predecessors, and the college enrollment numbers are outpacing those of non-Hispanic students.[2]  This is a group of powerhouse consumers that will be ready to spend, purchase and/or upgrade when they are ready.

The question is, will Buick and Lincoln be in the consideration set? There is an untapped segment of Hispanic consumers sitting and waiting for you to start a conversation with them. Maybe brands, not only Buick and Lincoln, should share what they have to say about their product. Just a thought.  

[1] AHAA Think Hispanic, 2012. http://ahaa.org/default.asp?contentID=161

[2] Hispanic High School Graduates Pass Whites in Rate of College Enrollment, Pew Hispanic Center. May, 2013. http://www.pewhispanic.org/2013/05/09/hispanic-high-school-graduates-pass-whites-in-rate-of-college-enrollment/