REBRANDING - BETTER INGREDIENTS, BETTER PIZZA

              Papa Johns is a fan favorite amongst its competitors.  This pizza giant speaks loud and clear through its brand: Better Ingredients, Better Pizza is what this company delivers on.  This slogan has worked for years, however, sometimes rebranding may be necessary to bring in new customers and rekindle old ones.  Simply changing a color, look or feel of a logo is one “piece of the pie” (no pun intended) to rebranding similar to promotion and advertising making up another piece. The old saying goes like this: “If it ain't broke, don’t fix it”, however, sometimes rebranding is necessary, especially if the target market is changing.

                When customers change the way they shop, live or use technology, the experience must adapt accordingly (Geyer 2009).  For example, Papa Johns can offer new items to their menu options to cater to the “on-the-go” customer to fit their busy lifestyle.  The brand must adapt to the customer segments shifting. Identifying issues customers have in their lives and linking the brand to those customers’ needs can be part of the rebranding process (Geyer 2009).  Adding products or revamping existing products can be incorporated in the rebranding process for Papa Johns.  Another element could be tweaking the look and feel of the website and phone APP by adding new features such as a countdown timer for delivery.  Bottom-line is that rebranding is sometimes necessary to revitalize a company’s image and strategy and if executed effectively, can result in significant sales increase and customer base. 

 Geyer, F. (2009, March 24). Four Best-Practices for Renovating Your Brand—Before It's Too Late. Retrieved June 23, 2016, from http://www.marketingprofs.com/9/best-practices-for-renovating-your-brand-geyer.asp