Refreshing the Brand and Getting the Word Out
Rhapsody has an amazing product – a cloud-based music service with 10 million+ tracks – but consumers weren't understanding the benefits that make the service so unique within the category.
Based on market research and interviews with key stakeholders, it was clear the brand needed a full refresh. Exopolis dove in and developed a new brand guide, clarifying the consumer benefits and updating the positioning statement and brand essence to a focused and compelling proposition. The outdated logo was thrown out and a new, simple and sophisticated logo was designed.
With this new brand expression in place, two major cross-platform advertising campaigns were created in Spring 2010 and Fall 2010. They included national TV spots, print & outdoor, web videos, refreshed website, rich media ad units and social media extensions. The campaigns were huge successes, with major subscription increases after each media spend.