![]() ![]() The new brand, “Family Leisure” is set in Cooper Black type, a font that was over-used on packaged goods in the late 1970s and 80s, and immediately dates the mark. Featuring Jennifer “the Watson’s Girl” Foley and her step-father as spokespeople for the brand, the immediately recognizable and highly memorable spots always closed with the tagline “That’s Watson’s!” The old Watson’s brand was simple, unique and memorable, consisting of a hand-rendered script set beside a “W” within a red circle. Over the last 15 years, Watson’s had built valuable brand equity through its distinct, albeit annoying, television commercials. However, not only is the new name overly generic and uninspiring, it seems entirely unnecessary. This past February, Watson’s, the largest leisure product retailer in the United States (according to the company’s web site) launched a re-brand to reflect the changing focus of their products and service by becoming the Family Leisure brand-“Where fun and family come together!” Since the company sells more than pools, spas and tanning beds, (including pool tables, game tables, bar stools, bars, and patio furniture), the new name is meant to suggest an expanding line of leisure products. ![]()
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