Rogers Communications is renovating its brand. On Tuesday, a new marketing tagline, “Like Never Before,” from the company’s agency of record Publicis, was unveiled across all of the company’s services and marketing material.
Aside from the new tagline, Rogers and Publicis will roll out some changes to the look and feel of the company’s advertising though the logo remains unchanged. The new branding can currently be seen in work for Rogers’ Nextbox 3.0 student group internet plan and the Ultimate Rogers Roamtrip contest. Each campaign carries a modified tagline – for the Nextbox’s PVR features, it’s “Record like never before,” while the student plan’s tagline is “Share like never before.”
Shelagh Stoneham, Rogers’ senior vice-president and general manager of brands and marketing communications, said the changes reflect a shift in Rogers’ marketing focus from the devices consumers use to how those devices contribute to consumers’ lives.
She said the company wants to convey an optimism for the future that reflects the technology at the core of the Rogers’ brand, but that puts people “front and centre.”
“We’re all about experiences – not just experiences that change things, but that are actually really meaningful to how people work and how they live,” she said. “We’re really bringing home the reason why consumers would choose Rogers over the other choices in the marketplace.”
Stoneham said that by riffing on the “like never before” theme, Rogers hopes to unite its brands under a single philosophy while still getting specific about the consumer value of each service and product.
The “Live like never before” identity, which Stoneham calls the “biggest launch of its kind for Rogers in recent history,” replaces a short-lived rebranding that Publicis unveiled last May with the tagline “Creating world-leading internet experiences.” Stoneham said the previous positioning was limited in scope, and didn’t have the cross-service applicability that the new one does. Rogers and Publicis started working on the new positioning this January, less than a year after the previous tagline was introduced.
Rogers’ competitor Bell made a stab at variable branding back in 2008, with ads for its services united by the use of “er” in bold. Another example of variable branding comes from Nissan’s “Shift_” tagline, which proved an effective means of establishing brand personality across a diverse line of products.
Check out the new branding at the end of this YouTube spot for Rogers’ student internet group plan.
