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SUMMER INTERNSHIP 2022
Rebranding Blockbuster
Re-define Blockbuster. As the aggregator of all streaming services
CHALLENGE
Revitalize a legacy brand and give it a new role in the world. Re-define Blockbuster (a famous brand between the 1990s and early 2000s), making it the future of all aggregated streaming for individuals to watch what they love in one place.
APPROACH
Analyze the entertainment landscape, its major competitors, and identify opportunity spaces. Harness the power of a beloved brand's legacy to deliver a new brand that offers users both emotional and functional value.
MY ROLE
Brand Strategist
METHODS
Competitive Audit
Analogous Research
Interviews & Survey
Brand Positioning
Brand Communication Strategy
SKILLS
Brand Identity
Visual Identity Guidelines
Strategy
Storytelling
TIMELINE
6 weeks
LINKS
LANDSCAPE OF THE PROBLEM
The streaming environment, today:
STRATEGIC IMPERATIVES
1
Seamless entertainment
Opportunity
Consolidate all the streaming content in a single place to improve content discovery.
Strategic imperatives
Across communication, we must differentiate between; streaming devices, apps that manage library content, and streaming platforms.
2
Prioritize experience over just delivering content
Opportunity
Create experiences and generate human connections through entertainment.
Strategic imperatives
Promote human connections through partnerships, interactive features, and a culture of shared passion for entertainment.
3
Embrace our legacy, seize the future
Opportunity
Capitalize on the nostalgia of those with fond memories while creating an exciting introduction for those unfamiliar with the brand.
Strategic imperatives
The new brand should be more revolutionized for the streaming industry while honoring Blockbuster's core attributes.
POSITIONING
Entertainment that includes cinema, sports, gaming, AR/VR, and even complementary experiences
Entertainment holds the ability to foster connections. By linking various entertainment platforms, we can propel the industry forward, create seamless experiences for users and companies, and embrace the essence of human connections.
ENTERTAINMENT POWERS CONNECTION
One universe of entertainment built through connections
The Power of Entertainment: Connecting platforms, enhancing experiences. We're here to revolutionize the entertainment industry once again—making it simpler yet brimming with joy. By fostering collaborations, we aim to bring more joy to both users and providers. Join us to unlock a new era of easy and pleasant entertainment for everyone involved!
POSITIONING OVERVIEW
NAME & LOGO
Users can select a bundle option that is right for them.
When signing up to use our platform, users can see which of our bundles is best suited for them. We wanted our digital experience to be simple and easy to use. y providing that from the very beginning, we create a feeling of trust in our brand and platform.
EXPERIENCE
Reviews from friends to help in decision-making.
Elevate user experience by incorporating a social recommendation feature. Research shows that users prioritize recommendations from friends and family when searching for content. By integrating this feature, we empower our users to spend less time deliberating on what to watch and more time enjoying the content they love.
BRAND IIDENTITY
Considerations
Our brand identity seamlessly blends Blockbuster's rich legacy with fresh and modern elements, creating an engaging experience for both loyal fans and new generations
THE REWARD
Lessons Learned
The implementation of a strategy can often be more crucial than the strategy itself.
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What truly set us apart from the competition was not solely the strategy itself but rather how we flawlessly integrated it into every aspect of our brand: from the design, name, and logo to the overall brand experience and marketing efforts, our collaborative approach emphasized the importance of working together rather than in isolated silos. It was this cohesive integration that made all the difference.
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Balancing Past and Future (the significance of stakeholder perspectives in rebranding): During a rebranding, it is crucial to gather perspectives from all stakeholders regarding their past and current perception of the brand, as well as their expectations for its future. By collecting these insights, we can create a brand that not only resonates with those who have experienced it before but also ensures its relevance and appeal in the future.