The strategy behind rebrand Fetch’s — Keely Jeppson // Fetch
Keely Jeppson
Fetch
- Part 1 The strategy behind rebrand Fetch’s — Keely Jeppson // Fetch
- Part 2Implementing Fetch’s B2C rebrand — Keely Jeppson // Fetch
- Part 3How Mean Girl’s star helped Fetch Rebrand — Keely Jeppson // Fetch
Show Notes
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02:39Fetch's B2C strategy and name modificationFetch's B2C strategy involves rewarding users for their purchases across various industries through a user-centric and fun experience. The rebrand was a reflection of the company's evolution and growth in its feature sets and user base.
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05:50The evolution of Fetch's brand and nameThe decision to change from "Fetch Rewards" to "Fetch" was motivated by the desire to reposition the app as more than just a rewards platform. Fetch wanted to capture the essence of its fun and engaging nature and reposition the app as a platform that redefines shopping.
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07:18Considerations when implementing Fetch's rebranding strategyFetch had to consider how the rebranding would come to life across all touchpoints, including the core product experience, marketing channels, its website, and various assets. Ultimately, everything that users and partners interact with should reflect the new brand positioning.
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09:06The effect of rebranding on Fetch's business growthRebranding Fetch Rewards to Fetch allowed the company to better represent who they are and expand beyond just rewards. This change, combined with their decision to accept and reward on all receipts, transformed the app from a transactional experience to a daily destination.
Quotes
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"Today, we have 17 million monthly active users who are snapping 2 billion receipts every year." -Keely Jeppson, VP of Engagement, Fetch
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"Today, there are millions of users who use our app as a way to discover new brands and to connect and compete with their friends to save on the things that they want to buy." -Keely Jeppson, VP of Engagement, Fetch
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"We made the move to start accepting and rewarding on all receipts in mid-2020. And that had an immediate effect on how people started using our app." -Keely Jeppson, VP of Engagement, Fetch
- Part 1 The strategy behind rebrand Fetch’s — Keely Jeppson // Fetch
- Part 2Implementing Fetch’s B2C rebrand — Keely Jeppson // Fetch
- Part 3How Mean Girl’s star helped Fetch Rebrand — Keely Jeppson // Fetch
Keely Jeppson
Fetch
Up Next:
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Part 1The strategy behind rebrand Fetch’s — Keely Jeppson // Fetch
Keely Jeppson, Vice President of Engagement at Fetch, talks about what made the leading omnichannel performance marketing platform refresh its company's name. Rebranding a well-established brand with a large following can be risky, as it can alienate loyal customers. However, Fetch managed to rebrand in a way that resonated with customers and drove tremendous growth for the company. Today, Keely discusses the strategy behind Fetch’s rebrand.
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Part 2Implementing Fetch’s B2C rebrand — Keely Jeppson // Fetch
Keely Jeppson, Vice President of Engagement at Fetch, talks about what made the leading omnichannel performance marketing platform refresh its company's name. The rebranding process is more than just changing a logo; it involves a change in how a company presents itself. Likewise, rebranding a company can have a significant impact on its relationship with consumers. Today, Keely discusses the implementation of Fetch’s B2C brand.
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Part 3How Mean Girl’s star helped Fetch Rebrand — Keely Jeppson // Fetch
Keely Jeppson, Vice President of Engagement at Fetch, talks about what made the leading omnichannel performance marketing platform refresh its company's name. Despite initial concerns about the cultural relevance of Mean Girls, Fetch went ahead with their decision to reference the movie in their rebranding campaign. The result was a successful and memorable campaign that resonated with their loyal users and generated new interest in their app. Today, Keely discusses how the star of Mean Girls helped Fetch rebrand.
Play Podcast
