Latest news with #rebranding
Entrepreneur
37 minutes ago
- Business
- Entrepreneur
4 Steps to Rebrand Your Product So Customers Actually Want It
Rebranding can be a complicated process, but it doesn't have to be. Here's how one beverage company fixed its messaging problem in a few key steps. This story appears in the July 2025 issue of Entrepreneur. Subscribe » When O2 launched in 2014, it called itself an "oxygenated recovery drink." What's that? It means it's infused with oxygen to improve recovery. O2 was marketed to young men who exercise hard, like its founders, Dave Colina and Dan Kim, and it did great in gyms. But it struggled to reach wider retail. Then it became clear. Retail buyers didn't understand the phrase "oxygenated recovery," and consumer research revealed a surprising disconnect: O2's most engaged customers were women ages 35 to 55 — not young men! It was time for a change. O2 hired the branding agency We Are Bill. Here's how they tore the brand down and then built it back up. Related: Customers Want More Than Just a Product — Here's How to Meet Their Expectations Step 1: Define the Problem. This is the original O2 design. We Are Bill pointed out a few problems: "The logo could be interpreted as a kind of recycling symbol. The waves can communicate water, but also make the logo busy." The silver metallic top was also a problem. It's often associated with energy drinks, which are not perceived as healthy — one of O2's greatest selling points. It also leans more masculine. Step 2: Rethink the Vibe. These are a series of alternative designs from We Are Bill. Here's their thinking about each can: 1. It's a simplification of the existing logo. The blues help to communicate hydration. Real ingredients are on the front. Saturated colors communicate full flavor. 2. This was inspired by the Lewis Structure, which is a way of communicating the molecular structure of oxygen. The scientific design helps create a sense of authority. 3. This is the simplest way to communicate "water with oxygen in it." The drop of water shows it's a hydrating drink. The scientific structure of O2 lends some authority. 4. This makes the brand slightly more premium. The custom form of the serif "O" is bold and memorable. The "2" nested in the "O" allows for a symmetrical balance. Related: Why Most Branding Advice Is Wrong — and What Actually Works Step 3: Refine the Approach. O2 gravitated toward Option 1, which bears the closest resemblance to their original branding. "We already had several hundreds of thousands of customers drinking O2 somewhat regularly," Colina says. "So we didn't want a redesign that confused them." But the changes still marked fundamental, clarifying shifts. They swapped out the "oxygenated recovery" language for the simplicity of "hydration," and described the beverage as "a new kind of sports drink." They ditched silver for white to create a sense of clean healthfulness and an approachable premium feel. The bright colors helped communicate the full flavor even though the liquid is clear. Step 4: Finalize the Decision. Once the O2 team picked their favorite design, it was refined for further clarity. They added "non-carbonated" at the top of the can, and tweaked the description and nutritional fact bubbles. Related: 10 Reasons Why Branding Is Important, Even For Startups They also thought about how the cans would appear in retail. "When you have several cans side by side, the color blocking on the bottom curves up to mimic a wave," We Are Bill CEO and cofounder Scott Roslyn says. The final result: O2 began life as an "oxygenated recovery" drink for hyperathletic men, but is now a gender-neutral, flavor-focused, clean hydration drink for everyone. That's what unlocked growth for O2, which you can now find nationwide at CrossFit gyms, yoga studios, and Life Time fitness clubs. Join top CEOs, founders and operators at the Level Up conference to unlock strategies for scaling your business, boosting revenue and building sustainable success.
Yahoo
3 hours ago
- Automotive
- Yahoo
Tokio Marine announces corporate rebrand of E.design Insurance
Tokio Marine Holdings has revealed plans to rebrand its subsidiary Insurance to drive growth in the domestic direct auto insurance market. will be renamed Tokio Marine Direct Insurance (TMDI), effective 1 October. Since its inception in 2009, Insurance has been operating within the Tokio Marine Group, focusing on providing direct auto insurance services. The rebranding is aimed at aligning the company's operations more closely with customer needs for accessible auto insurance services. As part of the rebranding initiative, TMDI will focus on refining the online user experience. This will involve the enhancement of online processes and the expansion of app features, utilising AI and the data held by the Tokio Marine Group. In a press release, the company said: 'Going forward, to increase access points with the market, including to become the chosen provider in segments we have not sufficiently engaged with so far, we recognise the necessity of strengthening and increasing awareness of the group's direct auto insurance business.' TMDI also plans to engage customers with personalised communication, sending emails that reflect individual preferences and patterns of app usage. The company added that it intends to create a more integrated approach by combining the strengths of both the direct and agency business models. TMDI, in collaboration with Tokio Marine Nichido, will use data analysis and customer feedback to inform the development of new products and services, and to enhance digital marketing strategies. In May, Tokio Marine Holdings launched Tokio Marine GX (TMGX), a new unit dedicated to underwriting insurance for businesses involved in green transformation. TMGX focuses on delivering specialised insurance and risk management solutions to support decarbonisation efforts and seize emerging green business opportunities. "Tokio Marine announces corporate rebrand of Insurance " was originally created and published by Life Insurance International, a GlobalData owned brand. The information on this site has been included in good faith for general informational purposes only. It is not intended to amount to advice on which you should rely, and we give no representation, warranty or guarantee, whether express or implied as to its accuracy or completeness. You must obtain professional or specialist advice before taking, or refraining from, any action on the basis of the content on our site.
Associated Press
a day ago
- Business
- Associated Press
CyberArena Officially Rebrands from 188BET to taptap
07/28/2025, Belize City, Belize // KISS PR Brand Story PressWire // CyberArena, a global leader in online gaming and interactive entertainment, is proud to announce the official rebranding of its flagship platform from 188BET to taptap, effective July 1, 2025. This marks a bold evolution in the company's journey, reinforcing its mission to provide modern, secure, and seamless gaming experiences for audiences around the world. The transition to taptap represents more than a name change it introduces a refreshed brand identity designed to meet the demands of today's fast-moving, mobile-first users. Combining cutting-edge technology with global design sensibilities, taptap elevates the user experience while preserving the trust, familiarity, and excitement that millions of users have come to expect. 'taptap reflects our forward-thinking approach and our commitment to providing intuitive, high-performance gaming for global players,' said a CyberArena spokesperson. 'While the brand is new, the values remain: reliability, innovation, and exceptional entertainment.' What's Changing? What Stays the Same? A Comprehensive Global Gaming Experience With the launch of taptap, users will continue to enjoy access to a complete portfolio of entertainment, including: Whether on desktop or mobile, taptap is engineered to deliver smooth, reliable performance, backed by industry-leading security protocols and 24/7 multilingual customer support. A Global Vision for the Future of Online Gaming CyberArena's rebrand to taptap is a strategic step forward in shaping the future of digital gaming. Built with scalability and international expansion in mind, the platform combines next-generation usability with a strong foundation of trust, compliance, and responsible entertainment. 'This rebranding represents a renewal of our promise to global users,' added the spokesperson. 'As taptap, we will push boundaries, embrace innovation, and set new standards for excellence in online gaming.' About taptap taptap is the reimagined online gaming platform operated by CyberArena, formerly known as 188BET. With headquarters at 9 Barrack Road, Belize City, Belize, taptap offers a dynamic mix of sports betting, esports, live casino, and virtual gaming to users worldwide. The platform is built on advanced technology, user trust, and a commitment to delivering a safe, exciting, and future-ready gaming environment. Media & Customer Support Contact Address: CyberArena 9 Barrack Road, Belize City, Belize Email: [email protected] Website: Source published by Submit Press Release >> CyberArena Officially Rebrands from 188BET to taptap
CBS News
2 days ago
- Business
- CBS News
Robyn Murphy appointed permanent CEO of BOPA
Robyn Murphy has been appointed permanent CEO of the Baltimore Office of Promotion and the Arts. The announcement follows the completion of her tenure as interim CEO. "Robyn is a lifelong Baltimorean, proven leader and convener who has a vision that deeply understands the creativity, energy and talent that define Baltimore," Baltimore Mayor Brandon Scott said. "Her ability to foster innovation, inspire confidence, and build and maintain relationships makes her the right person to fill this important role." Murphy replaced Rachel Graham, the former CEO who was ousted after Baltimore City ended its contract with the organization over financial problems. The organization, known as BOPA, has consistently run at a deficit since 2019, except for 2021 when most programming was paused due to the pandemic. Before stepping down, Graham and BOPA's financial team hired a forensic accounting firm, Marcum LLP, to help reconcile accounts and bring them up to date. The nonprofit found significant gaps in financial documentation. The firm found there had been no reconciliation of accounts since June 2023. BOPA has organized several major events for the city, including the annual Artscape festival, Baltimore's farmers market and the Martin Luther King Jr. parade. In a BOPA board of directors meeting last Friday, the organization said it was rebranding as Create Baltimore and that it had secured its funding contract with the mayor's office for fiscal year 2026. In the same meeting, BOPA said it extended its lease for the Top of the World Observation Level at the Inner Harbor. The attraction is also home to the Gallery in the Sky, the Peak Artist Series and the 9/11 Memorial of Maryland. The exhibit, featuring artifacts from the Twin Towers, Pentagon and Flight 93 National Memorial, honors the lives of Marylanders who died on Sept. 11, 2001. BOPA previously said in January that the lease for the space was coming to an end and that the attraction was being repurposed.
Yahoo
2 days ago
- Business
- Yahoo
Qifu Technology, Inc. (QFIN) to Rebrand as Qfin Holdings
We recently compiled a list of Qifu Technology, Inc. (NASDAQ: QFIN) stands fifth on our list and is currently undergoing a rebranding process. Qifu Technology, Inc. (NASDAQ:QFIN), a leading AI-powered Credit-Tech platform in China, is undergoing a major transformation. The company recently announced it will rebrand as Qfin Holdings, Inc., following shareholder approval in June 2025, marking a strategic shift alongside new leadership appointments and updated governance policies. Recognized as a 'Most Honored Company' in the 2025 Extel Asia Best Managed Teams rankings, the business has earned top accolades for its CEO, CFO, and investor relations team, reflecting its excellence in corporate transparency and execution. Qifu Technology, Inc. (NASDAQ:QFIN) is doubling down on its 'AI + Finance' strategy, with innovations aimed at revolutionizing digital lending and risk assessment. A major highlight is TRIDENT, its proprietary Multimodal Large Language Model (MLLM), designed to enhance fraud detection, streamline customer service, and optimize user experience using multimodal data. A lab technician inspecting a credit card processor chip. The corporation is also expanding through embedded finance channels, with nearly half of the new users in Q1 2025 acquired via APIs. At the same time, it continues to scale its capital-light business model, providing more efficient and lower-risk loan facilitation. With ongoing investment in AI research and partnerships with academic institutions, Qifu Technology, Inc. (NASDAQ:QFIN) is cementing its position as a pioneer in China's evolving fintech landscape. While we acknowledge the potential of QFIN as an investment, we believe certain AI stocks offer greater upside potential and carry less downside risk. If you're looking for an extremely undervalued AI stock that also stands to benefit significantly from Trump-era tariffs and the onshoring trend, see our free report on the best short-term AI stock. READ NEXT: The Best and Worst Dow Stocks for the Next 12 Months and 10 Unstoppable Stocks That Could Double Your Money. Disclosure: None. Sign in to access your portfolio
