ABC's Rebranding Utilizes Hashtags and Returns to an Old Name and ABC Logo
Alyson Wyers — September 11, 2014 — Marketing
References: abc.net.au & theguardian
The Australian Broadcasting Corporation is rebranding using a hashtag, returning to the name ABC and using a previous ABC logo. This rebrand is ultimately a return for their main television channel from ABC1 back to ABC. The worm-like ABC logo is more or less the same, just with a slightly different design. They also have a new anthem -- a recording of 'Throw Your Arms Around Me' by Hunters & Collectors.
Their new social media hashtag #ourABC incorporates ABC personalities and average Australians. The intent behind the hashtag is to promote inclusiveness and community around the public television station. The social nature of the hashtag allows those online to engage in the conversation and share their own stories. The ABC website has an aggregating page to show what Australians are saying.
Their new social media hashtag #ourABC incorporates ABC personalities and average Australians. The intent behind the hashtag is to promote inclusiveness and community around the public television station. The social nature of the hashtag allows those online to engage in the conversation and share their own stories. The ABC website has an aggregating page to show what Australians are saying.
Trend Themes
1. Social Media Promotion - Using social media hashtags promotes inclusiveness and community, providing an opportunity for brands to embrace user-generated content and engage with their audience in a personal way.
2. Rebranding Using Hashtags - Rebranding using social media hashtags can serve as an effective way to create buzz and allow customers to feel involved in the rebranding process.
3. Return to Previous Branding - Returning to previous branding may have a positive impact on brand recall and customer loyalty, providing an opportunity for brands to refresh and revitalise their identity.
Industry Implications
1. Television Broadcasting - Using social media and hashtags in TV broadcasting can create a more engaging and communal viewing experience, providing opportunities for new revenue streams and audience growth.
2. Marketing and Advertising - Leveraging social media and hashtags in marketing and advertising campaigns can help drive brand awareness, engagement, and authenticity, resulting in stronger customer relationships.
3. Graphic Design - Evolving logo design to adapt to new trends while retaining the brand's original identity can help create a fresh and updated look, providing more opportunities for brand recognition and increased visibility.
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