[Quote] It’s not a principle until it costs you money – Bill Bernbach

It’s not a principle until it costs you money – Bill Bernbach

How much would you pay for a rebranding exercise?

Via Graphic Design Blog, here are 8 famous rebranding exercises and how much they cost!

I’ve been on both sides of the situation – as a client and as a consultant. Even with both points of view, I do feel that some of these are very exhorbitant and not wholly justifiable. What do you all think?

Pepsi

More after the jump…

Martin Guitars Un-Branding

Here are some really interesting thoughts from Novel Ideas regarding Martin Guitar’s problem of competing against lower(ing) production costs while maintaining its brand as a premier guitar maker.

Living in Asia, this mentality seems almost pervasive. Businesses here seem very, very unwilling (afraid, even) to compete by Branding Up. They are far more willing to find ways to “cut costs” and “lower prices” in order to starve out the competition and increase market share.

Personally, I’m not sure that pandering to the mass market is the way to go; relying on bulk has never been appealing to me. Yet, you certainly have to have a certain amount of “traffic” in order to survive as a business.

I suppose I can see what Martin Guitar’s is up against.

[Update: Seth Godin has a really interesting comment regarding Pricing, “Most people don’t really care about price“]