1. What will be the new brand name? Why?

Ans: Royal

2. How will you communicate the change in identity? Please share two ideas. 

Ans:

This change can be communicated through either of these two campaigns:

a. Purely Online ( Budget Model ): Through a planned social media campaign wherein the
company will first tease its followers with a series of posts and tweets about a new
announcement, build up a very good hype and then finally reveal the new identity.
b. Combo of both offline & online ( Funding Required ) : Through a strong PR campaign, for
example: something like a bike rally for a cause like creating awareness for the rejuvenation
of the Bellandur Lake or maybe an activity that could be made into a World Record ( Limca
can be done easily ) . My intention here is to get a renowned celebrity or a well-known
public figure to flag off this activity and simultaneously to get him/her to reveal the new
brand name in the process. Needless to say, such a publicity stunt actually gives us a dual
advantage. Firstly we get free and widespread publicity through newspapers, TV, radio, etc.
Secondly the celeb’s social media accounts will in addition to our own handles, help us to
reach out to a larger audience about both the logo reveal and the PR stunt we pulled.

Personally I feel that the latter will be more effective if the company’s planning for something
big and also have a sizeable budget.

3. What mediums will you choose to communicate this? Demonstrate through two copy
samples (100 to 150 words).

Ans:

 I choose to communicate through Facebook and Instagram, especially since RB has a

sound following on both these platforms.
 By communicating through these handles, the company can ensure that the brand
revamp update not only reaches out to its regulars but also to newbies.
 So assuming that we’re running a purely online campaign through a 2 post
model, then the copy sample would be somewhat like this:

 Post 1: After a busy and wonderful summer of working round the clock, procrastinating,
contemplating and some serious cases of Hamlet’s Syndrome ( it’s actually a thing), we
 are FINALLY able to reveal some big, exciting changes happening over at the 'Royal
Brothers’

Stay tuned for our re-brand reveal tomorrow!!!

#outwiththeold

 Post 2:

‘Every moment is a new beginning”

As we keep rewriting the future of mobility services worldwide, we are beyond thrilled
to reveal our brand new logo.

Cheers to a new year and another chance for us to get higher!!

#inwiththenew

4. How does this translate into a content strategy for Oct 2019?

Ans:

 Under the assumption that the launch is planned for November 1st, a content marketing
campaign could be set into motion from mid-October.
 This one includes a total of 9+1 posts on each of the social media platforms and a series
of blogs.
 The third week of October will see a total of 3 posts and 3 articles which will be shared
on alternative days and will include content on what and where RB was at in 2015 (3
posts & 3 articles) - PAST.
 The subsequent 4th week will see 1 post every day from 26th Oct and 1 article every two
days. The content on these days will focus on how we’ve transitioned from operating in
just 3 cities in Karnataka to over 40+ cities all over India (6 posts & 3 articles) - PRESENT.
 This content could include not just articles, posts and blogs, but also time-lapse videos,
photos, gifs, or animated videos with text messages that are well articulated.
 And finally on November 1st, we make the announcement regarding the reveal with a
well thought out message, which syncs with how we have actually revealed the change
(whether online or offline) - FUTURE.
 This strategy will ensure that the company gains a significant online presence after the
revamp and will definitely help to bring more users on board.