Vera Bradley

Yet another brand refresh to re-engage …

Source: Vera Bradley

I was walking through the airport the other day (as I often do), and I was hit with a 360 campaign for the Vera Bradley brand featuring actress Zoe Deschanel. To be honest, I hadn’t thought about this particular brand since my (now adult) daughter was a pre-teen and Vera Bradley was all the rage. All the rage! She and her friends had the totes and the purses and the backpacks and the flip-flops. You name it, they had the full collection in all the patterns. And there were lots of patterns. The brand was known for their patterns.

Then to my eye, and perhaps in the market, the brand kind of fell off the radar. By the looks of this new brand look, feel, and pretty big campaign, it might very well be back with a pretty big celebrity face!

Now truth be told maybe there’s been a reinvention already through the years already once or twice. Does not matter. Today is what matters.

Check out the new collection by clicking here.

I love a brand refresh. Today and every day. It opens the doors to an entirely new generation of consumers to embrace the brand and perhaps gives a new reason for those long-lost fans to re-engage.

Click here to get one review of the new product refresh. The campaign has been a full-on redo of the brand including the new video with Zoe Deschanel, out-of-home like I saw at the airport, a new website, new social experiences, and on and on. As a brand should.

Let’s keep an eye on this one! When a brand does a refresh then it’s a reason for us all for us go give it permission to succeed. What’s your experience? JIM