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Dakarai Turner

The Keys to a Successful Rebrand: Freedom Mobile

December 5, 2017

*Disclaimer* I do not work for Freedom Mobile, and they are not my service provider.

Now that we got that out of the way, let me paint the picture – you’re in grade school coming back from summer break. New clothes, new shoes, and a new attitude. You heard that people previously thought you had B.O, well now you found a cologne that works for you. Now this, this is the perfect rebrand. This may be a more juvenile example but at its core it holds its own in comparison to some of the world’s biggest brands.

A rebrand is creating a new look and feel for an existing product or organization. Why do they exist? For the same reason that we all come back to school looking fresh and brand new after the summer break. It’s an opportunity to reposition a brand, start over in some cases, or reach a new audience. Now let’s back up to why this article is being written. In a conversation with a friend last weekend, they had mentioned they were switching phone plans to Freedom Mobile (formerly known as Wind Mobile). All of the previous backlash they’ve gotten regarding lack of phone service outside of large cities came to mind and I immediately made fun of him.

Through him explaining the changes they made and actually speaking to a representative, the rebrand began to make sense. What I originally thought was a brand rebranding for the sake of a rebrand was now quite impressive. What was the negative feedback? Wind Mobile doesn’t allow consumers the freedom to be all over Ontario without inferior service. The solution? Fixing this issue and using the consumer problem as an asset in rebranding as Freedom Wireless. Job well done. Sometimes the best way to manage the conversation is to start over. Sure, Wind Mobile could improve their service under the same name and design system, but it just works that much better when everything else is new and more improved. There will always be the people that can never look past Wind Mobile, but I’m willing to bet the majority of us would now judge them as Freedom Mobile.

Rebrands are tough to put it simply. As always in the social media era there’s always the fear of consumer backlash like GAP back in 2010. The brand randomly unveiled a new logo after 20 years and the public was not having at. Essentially due to the consumer response, the brand switched their logo back in under a week


This is a clear example of “if it ain’t broke don’t fix it”. I mean just think of how much money the brand paid a design agency to come up with the new concept, just to have it shoved back in their face by their own customers and analyzed by marketers for years as a classic example of a poor rebrand.

Rebrands are all around us. From Instagram changing their logo to Uber rebranding their services and app last year. When there’s an opportunity to shake things up, it should be taken. With that being said, there should be an objective to the rebrand. Wind Mobile wanted to change consumer perceptions. The question is, do you think they’ve succeeded?



Dakarai is an ambitious professional with a passion for advertising and marketing, and is currently employed in account services for an ad agency in Toronto. When he’s not at the office, he’s most likely trying out a new restaurant, browsing AdWeek, or binge watching something on Netflix. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect with him on LinkedIn.

Weekly Recap

Weekly Recap (December 17 – December 23)

December 23, 2016

With this being the week before Christmas, the world of advertising has been absolutely flooded. Not to worry, as usual The MAD Mix has you covered on some of the best ads and trends that have happened over the last week. Check some of our favourites below in our weekly recap!

Written by Malick and Dakarai.

Krazy Glue Christmas Tree

M: Talk about the product. Liberty Plaza in downtown New York featured a rather interesting and unique Christmas tree-The Krazy Kristmas Tree. This 25 ft tall tree (artificial) doesn’t have your typical ornaments, but rather you can find the tree to have a drum kit, a TV, and even a foosball table hanging from the branches. What purpose does this serve? Well agency partners Cohn & Wolfe came up with this creative idea to showcase what Krazy Glue can hold together. Typically we think of Krazy Glue being able to hold together pieces of wood, or things around our household. I think this is a great way to not only get into the Christmas spirit, but also demonstrate the strength of the product, but also showcase it in a unique way. Now how will they break this apart…? Check out the video below:

AT&T brings Santa to Facebook Live

D: Apparently less and less children believe in Santa each year, and AT&T wants to change that by showing children the magic of Santa right through their computer screens. The telecommunications company has launched “Santa Live” on Facebook today starting at noon. The live video will show Santa’s elves in the workshop, as well as Santa reading the names and stories of 200 lucky children that made the ‘nice list’. Parents were encouraged weeks before to sign their children up and provide other details. What’s great about this is that it ties AT&T with Santa and /christmas. Parents will remember the effect the brand had on their children for years to come. Check out “Santa Live” here.

Salvation Army Touchdown:

M: Sometimes unintentional brand endorsement and advertising can see some pretty large success. For those who watch the NFL, last weekend in their win over the Tampa Bay Buccaneers, The Dallas Cowboys gave the Salvation Army a huge promo via a touchdown celebration. Cowboys’ Ezekiel Elliot scored and immediately jumped into a Salvation Army kettle featured in the TD zone. Immediately, Salvation Army USA posted a video of Zeke in the kettle with a link where people could contribute to the organization. Unintentional PR is the best kind of PR.  Check out the video below:



The Skittles Pawn Shop Returns

D: Last year, Wriggley Canada opened up the Skittles Pawn Shop on Queen St in Toronto. This year, it’s back by popular demand with a few changes. Canadians are able to visit the pawn shop with their unwanted Christmas gifts and exchange them for none other than packages of Skittles. Does it get any better? The amount of Skittles you receive will be determined based on the value of the unwanted gift. For those that can’t make it in person, you are able to upload a photo to of your unwanted gift and receive in real-time an estimate of its value in Skittles. Needless to say if I’m in the area I will have to give this pawn shop a visit. I had to test out the site myself, see what my watch is worth below!


That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here. Think we missed something important? Let us know! Also, be sure to follow us on Facebook here. Happy Holidays!