In 2011, BODYARMOR launched with a focus on healthier sports drinks. To maintain relevance in a crowded market, a brand reset was necessary. By refining its visual identity and marketing strategies, the company aims to communicate authenticity while emphasizing its core values. CMO Tom Gargiulo highlights rebranding as a proactive step that can benefit any business, not just struggling ones. The article outlines five key lessons from BODYARMOR's campaign, reinforcing the importance of clearly defining brand identity and purpose, thus unlocking potential growth opportunities for small business owners.
You don't need to be broken to reinvent â if you're waiting until sales drop to consider a rebrand, you might already be too late.
We wanted to create a new visual ID system, keeping a lot of the same elements that we had in the past, but updating it.
The product was working, but the brand wasn't telling its story well enough.
Sometimes, the bigger opportunity lies in amplification: clarifying who you are, whom you're for and why it matters.
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