When can the disaster of being forced to rename your brand turn into an opportunity? When you pick a name that works even harder than the original!
Making Lemonade Out of Beer
Check out this #tellthetruths video about what happened when New Orleans’ Dixie Beer was forced to change their name because they could no longer live in denial that the name was racist and offensive. We think the name they came up with is an even stronger branding tool.
This video originally appeared in LinkedIn
If you enjoyed this video, check out:
Naming Using Emotional Benefits
The Beautiful Challenge of Naming
Transcript:
Hey guys, it’s Rebeca with BrandTrue, and I want to talk to you about a brand that changed their name because it was racist and it had to go. But what they came up with was amazing. So it’s a beer brand, it used to be called Dixie Beer. And I think that for small breweries, not national brands, rooting the name in something regional works really, really well. And so Dixie, yeah, it said the South, but the new name they came up with is Faubourg. Fauborg is a French word for neighborhood that is used commonly by people who live in New Orleans. So it was actually coming out of a contest from their consumers, which is great. It gives it a more specific sense of belonging in the neighborhoods of New Orleans, and it’s about including the people instead of being racist and excluding people. So it’s a win-win. Just because you need to make a change doesn’t mean you can’t improve, move forward and make something amazing. They did a great job!
