What a Distributor and a Supplier Learned From Their Rebrands
Dryvve and Bold Promo share their best advice and explain why rebranding was a necessary and welcome change.
Bold Promo (asi/57371) entered the promo industry with a name that fit its core product line of branded sunglasses: Eyevertising. But the company evolved, expanding into T-shirts and adding new printing processes. “We had people thinking of us as a sunglasses company and not apparel decoration,” says co-founder/CEO Sylvan Faber. “So that's when we knew it was time for a name change.”
Meanwhile, in 2021, Massachusetts-based Consolidated Marketing Services acquired Progressive Promotions, a New Jersey-based distributor. Once the companies were finally combined, the leaders knew they needed a new unified brand. From there, Dryvve was born (asi/154912). “We wanted to come to market with a new identity that would make our clients feel comfortable knowing they were still working with the heart of our company,” says Director of Marketing Shari Hoffman. “We wanted to keep that high level of personality, service and creativity that our clients were used to.”
It was in early 2024 that both Bold Promo and Dryvve announced their rebrands. Now, in this episode of Promo Insiders, Hoffman, Faber and Bold Promo co-founder/COO Victoria Newton-Dunn join ASI Media Editor-in-Chief C.J. Mittica to share how they went through the rebranding process, choosing their new names, the creative ways they announced their new identities and what they’ve learned along the way.
(Also mentioned in this episode: Dryvve’s ultra-creative smash cake announcing its name change, which won Best Distributor Self-Promotion for last year’s Counselor Promo Campaign Awards.)
Key Takeaways
• Identify Your Reasons: Companies rebrand to reflect new product offerings, reach new markets and align with their evolving identity.
• Involve Multiple Stakeholders: Forming a rebrand committee with cross-departmental collaboration can help gather diverse perspectives. Dryvve used a committee involving sales, marketing, graphic design, IT and corporate leadership.
• Choosing a New Name: The new name should be impactful and reflective of the company’s direction. Bold Promo chose a name that conveyed boldness and action, while Dryvve’s name was inspired by client feedback. It symbolizes movement and progress.
• Spread Your Message: Utilize multiple channels to announce the rebrand, including social media, press releases, email blasts and direct mail. Both companies emphasized the importance of being loud and consistent in their messaging.
• Core Values: Despite the new name and branding, it’s crucial to maintain the core strengths and services to which clients are accustomed.
• Create Excitement: Use creative and engaging promotional strategies to generate enthusiasm about the rebrand. This can make the transition more memorable and help the fresh identity be positively received by your audience.