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."
What's Driving This Trend
- Crowdsourced Rebranding
- Crowdsourcing fan input for rebranding campaigns can create a more intimate connection between companies and their fans.
- Trademark Infringement Solutions
- Trademark infringement lawsuits can inspire companies to explore alternative branding strategies, such as crowdsourcing new names.
- 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.
Who This Affects Most
- Marketing and Advertising
- Marketing professionals can leverage crowdsourcing techniques to involve consumers in the rebranding process and strengthen brand-consumer relationships.
- Intellectual Property
- Companies in the intellectual property industry can provide guidance and legal support to businesses navigating trademark infringement issues and seeking rebranding solutions.
- 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.
