🔍 How KIA Should Fix Its Rebrand Launch

December 01, 2022

Hey you,

I'm working on a rebrand for Marketing Examined (coming 2022), and I can promise it won't be as bad as KIA's rebrand failure. Although I like the direction - they failed to communicate it clearly.

That's what this edition is about.

About how KIA should tap into its marketing team and use this as an opportunity for growth.

Sontponsored by Chili Piper

This Is Why I Ditched Calendly And Increased Inbound Leads By 100%

Something I haven't talked about much is the agency I'm growing.

And like most of you, I handled all inbound leads through Calendly.

This created a leak in the system because a prospective client comes hunting, ready to book a call, only to jump through five hula-hoops and three emails before scheduling a meeting.

So, I made the switch to Chili Piper.

Now, I use its "Instant Booker" where prospective clients schedule a meeting with us in one click - while we're still top of mind.

Then it triggers in our CMS, our automated emails fire, and now our inbound machine runs smooth as butter.

This system helped us increase inbound leads by 100% in 3 months.

And statistically, Chili Piper users double their inbound conversion rates.

So, take it from me - request a demo and make the switch.

You can book a demo here.

How I'd Capitalize On KIA's Logo Rebrand Fail

On Jan 6th, KIA unveiled a new brand logo and global brand slogan that emphasized its commitment to its transformation for the future.

The new logo embodies and represents symmetry, rhythm’ and rising - aspects that display its commitment to customers.

Alongside the new logo was a new slogan: Movement That Inspires.

But there is a problem, an onslaught of people don’t recognize KIA’s new logo.

Because it went from obvious to unrecognizable.

Example:

Now, people mistake KIA’s new logo for “KN”

Which leads to over 55k+ searches a month related to the non-existent “KN Car Brand.”

Example:

This arbitrage is a huge opportunity KIA should take advantage of.

People are searching for information in hopes of education and are met with nothing from KIA.

So, Here Are The Three Things I’d Do:

1. Create A Campaign Around The “KN” Confusion

Years ago, Mailchimp launched a campaign around the mispronunciation of its name.

Mailchimp:

Created films like JailBlimp, MailShrimp, and KaleLimp
Launched them in select theatres
Created an interactive music video for fans

The result?

Now when someone searched something like “Mailshrimp” into Google - Google would ask if they meant “Mailchimp.”

Here's a cool article breaking down Mailchimp's campaign.

KIA shouldn’t follow the exact path but should take similar steps.

KIA should:

Create short films around it’s new mission and logo
Create a parody around the confusion between “KN” and “KIA
Create a music video or song with a KP group about the rebrand (KIA is from South Korea)

The confusion around its new logo is KIA’s opportunity to scale the communication around its new mission.

2. Launch A Branded Keyword Campaign

Unlike most keyword campaigns that focus on driving conversions - KIA should focus on driving education.

People who search “KN” related search should find an ad from KIA that says something like this:

From here, they’re taken to a dedicated landing page where KIA explains the what and why behind the rebrand.

3. Launch A Youtube Campaign Targeting The Same Keywords & Search Queries

If you didn’t know, you can run Youtube Ads based on Google searches.

So, if someone searches “KN Car” on Google - KIA can target them with an ad on Youtube explaining the rebrand.

And that’s exactly what they should do.

In step one, I outlined how they should create short films around the rebrand - they'd use those same videos to target the same queries on Youtube.

Here’s a great video on how to run a Youtube Keywords Campaign.

How I Hire Marketers

I'm the CMO of The Kollective, where I'm currently building a growth team.

But instead of hiring full-time marketers, I'm hiring the best marketers through MarketerHire and bringing them on for specific projects.

It's been great.

I share the people I need, then Marketerhire connects me with the perfect marketer in less than 48 hours.

And then they give me 5-free hours of covered work to test how we mesh.

Plus, these are marketers who worked with companies like Uber, Netflix, and Nike.

So, If you want to try it, here's a link that'll make you a VIP member and hook you up with the best.

Great Marketing Reads and Resources

How Monday.com scaled its content production to 125 articles a month
Why product drops aren't just for sneaker brands
An AI tool that'll help you saves hundreds of hours researching and writing
How my friend turned $7k into $1.2M with a Google Ads hack
Brian Balfour on how to become elite at growth

Hope you enjoyed this issue!

Always appreciate you reading,

Alex

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global brand slogan inbound conversion rates KN Car Brand Chili Piper users new brand logo

🔍 How KIA Should Fix Its Rebrand Launch

This Is Why I Ditched Calendly And Increased Inbound Leads By 100%

How I'd Capitalize On KIA's Logo Rebrand Fail

So, Here Are The Three Things I’d Do:

How I Hire Marketers

Great Marketing Reads and Resources

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