In the world of branding, creating a persona or image that resonates with consumers can be a game-changer. When done right, this persona becomes an integral part of your brand’s identity, captivating audiences for years. But what happens when you decide to eliminate that persona, only to bring it back again? Let’s dive into the fascinating world of brand resurrection by exploring recent happenings in Duolingo, the lifestyle brand As Ever, and DC Comics.
Duolingo is a company that has created a brand identity around its endearing owl mascot, Duo. A significant player in the language-learning industry, the company recently made headlines when it announced the untimely demise of its beloved mascot.
Duo, under the wheels of a Tesla Cybertruck, was declared no more.
The outpouring of reactions on social media was immediate. Followers expressed their shock and sorrow, solidifying Duo’s importance in the brand’s identity.
However, in a surprising twist, Duo was resurrected. Reappearing on social media, the feisty owl declared, “Y’all really think I’d let a Cybertruck take me out?” The resurrection of Duo is a masterstroke in keeping the brand relevant, engaging, and top of mind among its user base.
On the contrary, some brands opt for transformation instead of resurrection. An example of this is As Ever, a lifestyle brand announced by Meghan Markle. Initially introduced as American Riviera Orchard, the brand’s name was changed to As Ever. The transformation of the brand name is a strategic move to better resonate with the target audience, perhaps hinting at timeless elegance and sophistication.
DC Comics also has its fair share of brand resurrection experiences. Known for its iconic superheroes, the company regularly explores new stories and situations to keep its characters fresh and engaging. Recently, DC Comics announced the “Summer of Superman,” a resurrection of one of the most iconic figures in the comic book world. By revisiting this well-loved character, DC Comics is tapping into the nostalgia of its readers, thereby creating excitement and anticipation for what’s to come.
Brand resurrection, whether through the revival of a mascot, name change, or bringing back beloved characters, is a powerful tool in a marketer’s arsenal. It can help revitalize a brand, renew interest, and drive engagement. However, it requires careful planning and execution. The reaction to Duo’s demise and resurrection shows the emotional attachment users can develop for a brand persona. This is a testament to the power of branding and the critical role it plays in a brand’s success.
In conclusion, the tales of brand resurrection from Duolingo, As Ever, and DC Comics demonstrate the power of a well-executed brand strategy. It’s a continuous journey of exploring, reinventing, and sometimes, resurrecting elements from the past to keep the brand fresh, relevant, and engaging.