‘Consumers want to know the brand behind the brands’: Reckitt on its new identity
RB’s rebrand to Reckitt is part of a more focused effort to communicate what the corporate brand stands for, after observing ‘increased curiosity’ among consumers.
British consumer goods company Reckitt Benckiser Group unveiled a new brand identity this week, a move the business says was driven by the belief consumers have more desire to understand the story behind corporate brands – especially since the onset of Covid-19.
Formerly known as RB, the group behind brands such as Dettol, Calgon and Nurofen will now be known as Reckitt. The rebrand also includes a refreshed brand identity and iconography, created by branding agency Conran Design Group.
According to Reckitt’s vice-president of internal communication and corporate brand, Jo Osborn, the business is looking to the rebrand as an opportunity for a “much more focused and targeted” effort in communicating its purpose and values.
“There is an increased curiosity to understand who is the corporate behind the items that you’re buying,” Osborn tells Marketing Week.
