Monday, October 1, 2012

Mark’s Work Wear House Re-Brand

As a marketing consultant who stays pretty on top of the latest marketing news, this is the first I am reading of Mark’s Work Wear House’s effort towards re-branding their company image to just Marks.

Mark’s began its re-branding efforts in 2008 in Edmonton, testing their new brand with retail shoppers. With the success of their Edmonton re-brand, the company moved forward with their re-branding in 29 Ottawa, Winnipeg and Edmonton stores in 2010. Last year the company officially re-brand their stores across Canada and began the viral marketing efforts to build brand awareness for their new name, Mark’s.

“We had to test the idea before we rolled it out,” says Wendy Bennison, VP of Operations for Mark’s.

Mark’s latest commercial focuses on making Mark’s brand image more of a fashion-focused retailer. 

“We’re taking over the market with this new Mark’s message. May consumers don’t understand the offerings. We are not the ‘work wearhouse’ store you think we are. WE are much more than that.”

An interesting quote from the VP of Operations after many years of Mark’s Work Wearhouse branding themselves as the ‘work wearhouse’ store. 

As always, please do leave a comment!

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