![]() There's a new website domain to buy, new T-shirts to order, new signage to install, trucks that need re-wrapping, email signatures that need updating. "The change allows us to add on other services, and Bellhop becomes more of a destination."ĭropping a letter from a name may sound like small stuff, but there are lots of implications to that letter, Chase says. "The name Bellhops sounded like you were hiring just some people to come to your house versus buying an entire service," he says. Over the last decade, as Bellhop has grown from a labor-only business based on dorm moves to a national, full-service moving and storage company, it needed to change its style to better reflect the ways the business has grown up with its customers, Chase says. ![]() "It sounded like a lot of bureaucracy."įor Bellhop, the company that was known until earlier this year as Bellhops, the rebrand was about a lot more than just dropping a letter from the end of the company's name, says Chief Marketing Officer Bill Chase. "The CVB moniker had been around quite a while, and trying to explain that we work for a bureau is not very friendly," White says. "Any time we're outside of this community marketing ourselves, we are Chattanooga."īut the 2020 rebrand of his organization as the Chattanooga Tourism Company was long overdue after 55 years of being known as the Chattanooga Convention and Visitors Bureau, he adds. "Our product is Chattanooga," White says. Throughout the process, the city's character as a place where "we're extremely proud of where we live, but we-re down-to-earth people and we'll take care of you while you're here" came through loud and clear, he adds. Refreshing Chattanooga's brand was an in-depth process that sought feedback from thousands of visitors, would-be visitors and residents, White says. "The organization change came naturally as a follow-up to that." "Our initiative was to uncover the essence of Chattanooga's brand and who we are as a community," says White, who has been in his role since early 2018. "Change is always difficult, but we have had positive responses on the whole."įor Barry White, the CEO of the Chattanooga Tourism Company, the rebrand he and his team tackled was a whole lot broader than just their organization. "We wanted to take this loved, small, market-centric company and product line and try to position it into something with broader appeal and reinforce the premium nature of it," Oehmig says. The new owners have quadrupled food service sales, landed Alchemy on shelves at 51 Publix stores across Tennessee, and added a new digital platform that elevates the visibility of the products in new places across the country. "It's a leap, but business is a leap, and you try to take smart bets and risks," says Oehmig, who bought Alchemy Spice Company in 2019. They laugh about it now, and the hand-crafted spice company has tripled sales since the Oehmigs took over, but navigating changes to a brand is serious business, Henry Oehmig says. "I'm an external processor, and I said, 'You guys have messed up.'" ![]() "I was very concerned when they told me they were changing all the names," Varnell says. Pepper becomes Herbed Pepper), and Varnell had opinions. The brothers shared their plans to shorten and simplify Alchemy's signature quirky product names (think Fat Elvis becomes Memphis Dry Rub and Sgt. Varnell had been using Alchemy spices in her catering business for close to a decade when new owners Henry and John Oehmig hired her. Just ask Amanda Nelson Varnell, the marketing and culinary director for Alchemy Spice Company, who recently joined the nearly 20-year-old business as part of a brand refresh. "When a brand changes, a space a consumer feels safe in is changing."Īnd it's a particularly fraught process when a local brand with a devoted following needs to shift gears. "One of the last bastions of trust really exists in brands," says Kody Dahl, creative director at Whiteboard, a Chattanooga-based creative agency. Want some attention for your brand? Try changing it. ![]()
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