Previous Article: Why Do Companies Rebrand? Positive vs. Responsive Rebranding

Time for a New Chapter at Eidetic

At Eidetic, we’ve developed brands across domestic and international markets, delivering memorable experiences from start to finish. Our strategic approach has earned us 19 international design awards, including the Red Dot Design Award, IF Design Award, and A’ Design Award. With our first-ever headquarters established in the vibrant Gangnam district, we’re entering a pivotal phase of our evolution.

This physical space, undergoing transformation to reflect our identity, symbolizes our growth and ambition. While the challenges of approvals and renovations are significant, they are also opportunities for us to shape a dynamic new environment that embodies our story.

Our headquarters signals more than just a physical change. It marks the beginning of our journey toward becoming a full-fledged brand consultancy. As a branding agency, we’re evolving to offer a wider range of services and expertise. Additionally, we’re establishing an in-house marketing team to provide comprehensive solutions. With these developments, we are positioned for a major leap forward. With these developments, we are positioned for a major leap forward.

How to Rebrand a Company: Choosing a New Name

What should we be called?

As we embarked on this rebranding journey, we knew that choosing the right name was critical. “Eidetic Marketing” had served us well but had become limiting, especially in terms of international communication. The abbreviation “EM” was frequently used due to the length and pronunciation challenges of the full name, particularly for our partners across Asia.

Naming Study for Creative Branding Agency

Through countless brainstorming sessions, we considered several options, including WASP, SPERE, HYPERS, and HECTO. WASP emerged as a top contender, symbolizing the industrious and collaborative nature of our work. It resonated with our mission to craft memorable brand experiences, much like a wasp building its hive with precision and care.

However, after careful deliberation, we recognized the value in preserving the legacy we had built under the “Eidetic” name. Rather than abandoning it, we decided to simplify our brand identity by dropping “Marketing” and focusing on “Eidetic” as the core of who we are. In the world of branding, memorability is everything, and “Eidetic” embodies our commitment to crafting unforgettable brand experiences.

Making a New Slogan

A slogan is a powerful tool for conveying a company’s identity in a concise, impactful way. While it’s impossible to explain every detail of our philosophy to every individual, a well-crafted slogan can encapsulate our brand essence.

Global consultancies like Siegel+Gale champion simplicity with slogans such as “Brilliance in Simplicity,” reinforcing the idea that simplicity often leads to success.

Mission Statement: We Build the Moment.

For Eidetic, our new statement, “We build the moment!” captures the heart of our mission. It speaks to our expertise in creating unforgettable brand encounters and reflects our commitment to curating moments that leave a lasting impression. This isn’t just a slogan; it’s a guiding principle that aligns with our vision for the future.

As Eidetic steps forward with renewed clarity and purpose, it remains dedicated to crafting experiences that resonate deeply—both for its clients and within its own evolving brand journey.

Rebranding Portfolio

Why Do Companies Rebrand?
by Asia Brand Agency

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Before we dive into the details, we’re excited to share that our rebranding project has been featured in the Branding category of Behance’s Graphic Design gallery. As a branding and design agency, this recognition is a true honor. We saw it as the perfect chance to reflect on our rebranding journey. It also gave us the opportunity to share our experiences of rebranding our own company.

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Reinventing Ourselves After a Decade of Branding Expertise

In celebration of its 10th anniversary in 2023, Eidetic Marketing took a moment to reflect on both its past successes and its future direction. The key question, “How can we shape the future?” sparked a journey of self-reinvention, pushing us to redefine our own identity, despite years of expertise in branding for a distinguished client base.

As experts who have helped countless reputable companies build their brands, rebranding ourselves felt a bit like the cobbler’s children having no shoes—ironic, but challenging. We faced the risk of overthinking or being overly cautious. We’ve built a decade of experience, marked by both triumphs and challenges. This journey helped us realize how crucial rebranding was for us. The process allowed us to view our brand with fresh eyes. We uncovered layers that needed both understanding and growth.

Why Companies Rebrand: The Quest for a New Identity

Many companies decide to rebrand for a variety of reasons. Some undergo a complete transformation, while others make subtle changes that might go unnoticed. Even small tweaks to logos or messaging can spark significant public reaction, showing how complex and challenging rebranding can be. But what drives companies to take this step?

Positive vs. Responsive Rebranding

There are two main motivations for rebranding: positive and responsive. Positive rebranding happens when a company is thriving and wants to expand or enter new markets. Responsive rebranding, on the other hand, is often necessary when a company experiences mergers, acquisitions, or needs to recover from a crisis.

Walmart

Walmart provides an example of successful positive rebranding. Walmart, guided by Lipincott, introduced its famous Spark logo. They also updated their slogan from “Always low prices” to “Save money. Live better.” These changes were designed to reflect a more lifestyle-oriented brand.

HYBE

In contrast, responsive rebranding comes into play when a company faces significant structural changes, such as mergers or crises. A prime example is Big Hit Entertainment’s transformation into HYBE. Originally known for managing BTS, HYBE expanded its scope by acquiring various entities across gaming and entertainment to become a comprehensive content platform. This shift demonstrated their ambition to diversify beyond music into new areas.

GAP & Tropicana

However, not all rebranding efforts are met with success. GAP’s failed logo redesign in 2010 is a well-known cautionary tale. Many people felt that the new logo lacked the brand’s iconic appeal and didn’t resonate with GAP’s identity, leading the company to revert to its original logo within just a week.

Tropicana’s packaging disaster in 2009 is another example, where the company’s drastic redesign of its juice cartons led to consumer confusion and a significant decline in sales. Both show how rebranding missteps—whether due to poor design or failing to communicate changes—can alienate loyal customers.. In just two months, Tropicana experienced a $30 million loss, forcing them to revert to their original design. The takeaway here is that visuals play a powerful role in how customers connect with a brand, and removing familiar elements can have unintended consequences.

After reflecting on why companies rebrand, from Walmart’s positive approach to GAP and Tropicana’s missteps, we realized that rebranding is more than just a visual makeover. It’s about growth, evolution, and staying relevant in an ever-changing market. For Eidetic, this brand renewal journey was not only about refining our identity but also about preparing for the next phase of our story.

And with that, we were ready for a new chapter—one that would take our company to new heights.

Our Brand Renewal Works

PENTAHEAL
Dr.FORHAIR

The Rise of Subculture Pop-ups: Spotlight on Goddess of Victory: Nikke

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The Rise of Subculture Pop-ups

Subculture pop-up booths are becoming increasingly popular. Fans now seek to experience their favorite games in real life, beyond the digital world. These pop-ups provide fans with an immersive way to engage with the game’s world, story, and characters. This makes their connection to the content more tangible and memorable.

The Goddess of Victory: Nikke pop-up events exemplify this trend, having been held in major cities like Singapore, Los Angeles, and soon Japan. Moreover, these events offer fans worldwide the chance to explore life-sized representations of characters, participation in interactive experiences, and purchase exclusive merchandise, further deepening their connection to the game. The global popularity of these events highlights Nikke’s reach and appeal beyond Asia.

As gaming continues to grow into a cultural movement, these pop-ups demonstrate the expanding fandoms that identify with unique game worlds. Thus, they offer an offline space where fans from all over the globe can experience the content they love, strengthening their sense of community and passion for the game.

Nikke at Anime Expo in Los Angeles

In July, we had the unique opportunity to manage the Goddess of Victory: Nikke booth at Anime Expo in Los Angeles. The booth was a massive success, with demo reservations selling out within just nine minutes of opening. This overwhelming response highlighted Nikke‘s immense popularity, not just in Asia, but in the U.S. as well. Seeing the widespread enthusiasm for the game on such a large international stage made us even more excited about the future of subculture pop-ups.

Throughout the summer, we filled our office walls with Nikke project materials. These ranged from life-sized character cutouts to creative designs, all in preparation for Anime Expo. The energy and excitement from that project carried over into our anticipation for the Nikke pop-up store.

Top 3 Takeaways from the Nikke Pop-up in Korea

A Beach or a Booth? Stunning Photo Zones with Attention to Detail

One of the most striking aspects of the Nikke pop-up store was the detailed photo zones. The lifelike reddish sand was especially impressive, so realistic that it felt like stepping onto an actual beach, surprising many with its vividness. The landscape decorations were meticulously crafted, making each photo zone into an immersive experience. These zones were strategically designed throughout the pop-up, from the gate entrance to various spots inside the booth, allowing it to be a captivating journey that drew visitors deeper into the world of Nikke.

Test Your Aim: The 4-Player Shooting Game

The 4-player shooting game was another major highlight. Visitors engaged in a fun and interactive experience where they shot rubber bullets at large monsters (Raptures) and competed for accuracy. The player with the best aim received additional exclusive merchandise as a prize. The shooting event didn’t take place at the Anime Expo in Los Angeles. Instead, it became a standout feature at the pop-up, offering a unique experience that distinguished it from typical exhibitions.

Celeb Autograph Wall

The collection of autographed photos near the photo booth caught our attention as another interesting feature. These included autographs from the voice actors of Nikke characters and Kim Hyung-tae, the CEO of Shift Up, the game development company behind Goddess of Victory: Nikke. Spotting these autographs added an extra layer of excitement, especially with visitors exclaiming, “Wait, they were here too?” It was definitely a fun little surprise for fans.

What’s Next for Subculture Pop-ups?

Subculture pop-up events will keep growing in popularity. They highlight a shift from simply consuming game content to creating deeper connections and emotional engagement between fans and the game. As user experience becomes increasingly important in offline events, careful planning and attention to detail are essential to leave a lasting impression.

Pop-up stores offer fans both unique and unforgettable experiences, further strengthening their connection to the content they love. Goddess of Victory: Nikke is leading this trend, expanding rapidly not just in Asia but also globally. With upcoming events like G-STAR and AGF this winter, fans are eagerly anticipating the new and exciting ways Nikke will continue to engage them, creating even more memorable moments.

Check out: Global Game Exhibition & Events Schedule in 2024