A few weeks I am thinking about what's going on with the religion we are focust on, Jehovah's witnesses.
What I see is:
- a rebranding of the religion's organization: just like Rutherford rebranded the Bible students into Jehovah's Witnesses,
there is now a rebranding of Jehovah's Witness into Jehovah's Witness 2.0: JW.ORG
Reading about why your company should rebrand, one reason is on top: financial. When a market declines there is the need to rebrand.
- a restyling of the corporation's look-and-feel: a transformation just like the marketing professionals should advise: from push to pull.
No more flooding the world with magazines mostly thrown away directly after recieving it, unread.
Rebranding professionals would advise the way it has to be done: the world wide web. Open a new, fresh and transparant website for your custommers.
- a rewriting of the religions history: it was announced at de 2012 District Convention here in The Netherlands, prior to the release of part 1 of the witness history DVD when the speaker told the remarkeble words "Jehovahs' witnesses are not readers of thick books like the Proclaimers book. That's why the Society announces a DVD serie with the highlights of our history".
When rebranding and restyling, a corporation has to delete, to burn, their black pages in history. Because it is 'the momentum'. If you are chancing, you have to do it good and perfect. Don't let the black pages in history influence your new branding.
So, reading a lot about rebranding, I think I have to congretulate the Watchtower managementteam. They did the right thing on the right time. From their point of view. From a company point of view.