Instead of sitting down with its marketing team, the kombucha-making company Conscious Cultures decided to rely on fan input to change its Barefoot Bucha brand name. The result of the contest not only gave the brand a new identity, but also helped to create a more intimate connection between the company and its fans.
Conscious Cultures' rebranding efforts were initially spurred by a trademark infringement lawsuit, which forced the company to choose a new brand name. The company decided to run a contest to crowdsource a new name from fan entries. After pouring over more than 500 entries, the company decided to rebrand Barefoot Bucha as Blue Ridge Bucha.
The new name is a homage to the Blue Ridge Mountains, which are strongly associated with the location where the brand brews its kombucha. As company co-owner Kate Zuckerman explains, "We love that our community picked the name—it just feels right given our deep roots here."
Crowdsourced Rebranding Campaigns
Barefoot Bucha Used Fan Input to Rebrand as Blue Ridge Bucha
Trend Themes
1. Crowdsourced Rebranding - Crowdsourcing fan input for rebranding campaigns can create a more intimate connection between companies and their fans.
2. Trademark Infringement Solutions - Trademark infringement lawsuits can inspire companies to explore alternative branding strategies, such as crowdsourcing new names.
3. Location-inspired Branding - Brands can pay homage to their location and build a sense of community by incorporating regional elements into their names or identities.
Industry Implications
1. Marketing and Advertising - Marketing professionals can leverage crowdsourcing techniques to involve consumers in the rebranding process and strengthen brand-consumer relationships.
2. Intellectual Property - Companies in the intellectual property industry can provide guidance and legal support to businesses navigating trademark infringement issues and seeking rebranding solutions.
3. Food and Beverage - Food and beverage companies can explore location-inspired branding strategies to create a unique identity and connect with consumers on a deeper level.