Tag archives: brand-repositioning

Mitsubishi rebrands as “J.Cool”

Mitsubishi Motors debuts this week in the United States with an advertising campaign to promote its new Eclipse sport coupe and present its a fresh look for its brand. The company’s new tagline is “Driven to thrill” which is designed to communicate to consumers that Mitsubishi is a company that is “driven to thrill” in every aspect — from its engineering, to its product design, to its people. Mitsubishi tries to reposition itself as a “J.Cool” (Japanese Cool) brand, following the cultural phenomena currently engaging young Americans.

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New Web site for Helly Hansen

Taking a further step in its brand-repositioning strategy, Helly Hansen, the snowboarding and skiing sports clothing firm, has launched its autumn/winter range with a new-look website. Read more on Revolution.