4 Key Steps to Rebranding


You’ve decided rebranding is the right choice for your product or service and it’s time to take the first steps. How can you ensure that the steps you are taking are the right ones? What does it take to successfully rebrand?

Lets take a look at the latest rebranding of McDonald’s and how they used these 4 steps to their advantage.

  1. Shine a light - highlight the product’s best features. McDonald’s wanted to refocus the view that consumers had on their product/service. They want to be viewed as an inexpensive high quality fast food restaurant. This involved playing up their customer service, and menu.
  1. Throw back- help the consumers remember why you’re product or service was so popular. McDonald’s does a good job of coming up with new ways to showcase the same old idea, and we’re “loving it”.
  1. Brand interaction- generate more consumer and brand engagement, and get them excited about the new campaign you are pushing. McDonald’s Super Bowl Ad, ‘Pay with lovin’, demonstrates consumer engagement at it’s best. From now until February 14th McDonald’s will randomly be select customers to pay with lovin’ or small acts of love.
  1. Define success-define your end gain and compose a strategy to reach your brand’s goal. McDonald’s wants to be known for being a well respected and trusted fast food restaurant. Their campaign focus around this sole idea and paves the road to their rebranding success.

McDonald’s is well on their way to success with their new rebrand. Do you think their rebranding is working for them? Tell us more on our Facebook page!



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Why is Rebranding Important?


Branding helps people recall your product or service. Your brand helps you standout from the rest of the competition. What’s unique to your brand that other brands don’t have? What gives you the upper hand? Your brand is a representation of your company. It can leave a legacy, but what if the legacy your brand is leaving isn’t a good one? Rebranding could be the answer. Rebranding gives you the opportunity to change the outlook of your brand. It’s a do-over or even a fresh start in some cases. It’s a chance to reposition your product or service. Rebranding is all about strategy.There are two reasons why a company might want or need to rebrand.  It could either be for proactive or reactive reasons.

Proactive Rebranding

Rebranding is sometimes viewed as having a negative connotation, however this isn’t always the case. With proactive rebranding a company is taking advantage of a possible opportunity, or taking initiative in avoiding a potential threat. For instance, a company could be expanding and wanting to appeal to a greater audience. This would be a proactive reason to rebrand. It’s better to be safe than sorry, and if rebranding means becoming more successful why not take that chance.

Reactive Rebranding

Reactive rebranding (here comes that negative connotation) occurs when there is a significant event that forces a current brand to change. This could be anything from your company merging with another company to legal issues or negative publicity. In this situation rebranding is almost a necessity. It can give you a new beginning and fresh start that your company deserves.

Are you looking to rebrand your company? CEA Marketing Group is a full-service advertising agency that can do just that. To find out more check out our website.



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Super Bowl Ads: The Good, The Bad, The Ugly

Super Bowl XLIX couldn’t have been a closer, more emotional game between the Seattle Seahawks and the New England Patriots. Luckily, the excitement of the game compensated for this year’s dramatic, gloomy ads. The Super Bowl, known for its highly anticipated commercials, missed the mark for entertainment this year, according to social media buzz. It did, however, dub 2015 as the year of the dad and family for American brands.

Esurance’s “Sorta Pharmacy” spot with Breaking Bad’s Bryan Cranston gave viewers a much-needed laugh amidst the more serious spots in last night’s $4.5 million dollar lineup. Cranston’s meth mastermind character, Walter White, made a surprise appearance as “Sorta Greg” in one of the more humorous Super Bowl ads.

“You’re not Greg…” she stammers, to which hazmat-clad Cranston growls,  “I’m sorta Greg. We’re both over 50 years old, we both used to own a Pontiac Aztec, we both have a lot of experience with drugs – sorry, pharmaceuticals.”

Esurance’s high-profile “Sorta You Isn’t You” spots – one of which featured Lindsay Lohan as “Sorta Mom” – earned major points last night, trumping the dark Nationwide spot and revitalizing the redundant (but still quotable) “Gotta Get Some Cold Cuts” Geico commercial with former NFL football player, Ickey Woods.

Why it worked: Esurance’s chief marketing officer Alan Gellman knew his brand was a major player in the insurance industry but wanted to compete with the other big spenders like Geico and Progressive. “Maximizing awareness of our innovative offering for customers is important,” explained Gellman who teamed up with Leo Burnett for the “Sorta You Isn’t You” spot.

Jublia’s 30-second “Tackle It” spot was the underdog of this year’s Super Bowl ads. The Super Bowl debut for Valeant Pharmaceuticals didn’t put its best foot forward and hardly tackled the worst of this year’s ads – possibly even Kim Kardashian’s… very Kardashian spot for T-Mobile.

While the spot itself felt very incomplete and left many Americans shying away from the onion dip, you can’t help but wonder: who had the last laugh in this $4.5 million dollar joke?

Why we’re on the fence: Was it entertaining? Not at all. Did it generate buzz? Absolutely. America took to social media to scoff at the late-night infomercial style spot that aired during the Super Bowl for a whopping $4.5 million. Can we call it a flop? Not definitively. It lacked glamor points, sure, but it still has America chatting about fungus by the water cooler.


What was your favorite ad at this year’s Super Bowl? Tell us about it on our Facebook page, using hashtag #SuperBowlAds.

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We won gold for Best Social Media Campaign at NAHB 2015!









#‎TeamCEA started the year off on the right foot by winning a gold award for Best Social Media Campaign at the NAHB International Builders Show in Las Vegas, Nevada! Our “Be a Neal Star” campaign for Neal Communities soared to great heights, and we are honored to have received our FIRST national award!

Our social media contest and campaign featured residents from three different Neal Communities’ developments sharing videos about their favorite parts of life in their communities. The videos were shared on social media, with friends and family being encouraged to vote. By the end of the campaign, we collected over 25 videos, 16,668 page views, 55 organic searches, and 9,623 total votes! Neal Communities was able to create and repurpose content for web, social media, YouTube and blogs which increased brand awareness and improved SEO.

Are you ready to start building your social media presence with the experts? Contact CEA Marketing today!

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What is Rebranding?

CEA Blog Jan Wk 1

What do you think about when you hear the word “rebrand” ? The way that Pepsi has managed to evolve and retain their brand heritage through the years? Or The Gap’s disastrous attempt at rebranding (which they switched back within two weeks)?

The process of rebranding takes an established brand identity and creates a completely new one. This new brand identity can be an evolution of the established brand, or something completely different. It depends on what your audience is willing to recognize.

If you have a well known national or even local brand your customers already identify you with a certain look and feel. A change that is too dramatic could drive people away. How do you find the right balance? That’s why CEA Marketing Group is here to help.

A full rebrand can be a lot to take in at once. So let’s take a look at the important questions about rebranding:

  1. Why bother with rebranding?
  2. What are the keys to a successful rebranding campaign?
  3. What are the best strategies for success?

During the month of January we’ll be answering these questions, exploring what it means to rebrand your business and the best strategies to ensure success. We might even have a little surprise for you at the end.

Stay tuned, and give us a follow for our latest news, updates, and BRIGHT ideas about rebranding!

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‘Tis The Season for Holiday Parties

cea tues

From Ugly Sweater Parties to Christmas Cookie Exchanges, learn how to throw a stress free event this holiday season!

1. Pick A Theme
Every party should have a theme, whether it’s colors, patterns or attire, picking a theme will help you coordinate the rest of your party!

2. Pick Out Your Food and Drinks
Cut the chaos and create one signature drink for your party. Grab a glass and check out this delicious Holiday Sangria. All you need is…

1 bottle white wine
1 bottle sparkling cider
2 clementines
1 Granny Smith apple
1 Gala apple
1-2 cups of cranberries
1 heck of a party!

As for food, look at the time of day you are hosting your party: 10-12 brunch, 12-3 lunch, 3-6 appetizers, 6-8 dinner
Hosting a party after 8pm? Choose a couple finger foods to keep your guests happy!

Not sure about cooking for all of your guests? Host a potluck party or head over to our pinterest page for our finger licking good desserts!

3. Invite Your Friends
Save the cash for your holiday presents and invite your friends using social media!

Hosting a Secret Santa? Try out Elfster for invites, name drawing and wish lists!
Hosting a Cookie Exchange? Use Evite and get your party started with online invitations.
Hosting a Company Christmas Party? Paperless Post will come in handy for designing your custom cards and invitations for both online and paper.
Any or All of the Above? Try a Facebook invite! Share with all your Facebook friends and watch your guest list grow.

4. Pick A Playlist
Buddy the Elf said it best, “the best way to spread Christmas cheer is singing loud for all to hear!” The beat of the music will fuel your party. Get your guests in the holiday spirit with some of our favorite tunes!

Looking for a casual and relaxed cookie exchange playlist? Try out Bing Crosby’s White Christmas.

Looking for tunes to carry your upbeat ugly sweater party with all your best friends? Encourage the dancing and break out the Jingle Bell Rock!

Want to add a personal touch to your party? Personal wine glasses for each guest to take home or set up a hashtag like #CEAXmasBash for all your friends to use and watch the memories unfold on social media.



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The Importance of Brand Identity

The Importance of Rebranding

Recently I’ve (Graphic Designer Diana) had the pleasure of becoming involved with a mentorship program through Ad 2 Tampa Bay, a network of young advertising professionals in the Tampa Bay area. The mentorship program seeks to partner young students with professionals in the Advertising industry to help guide them in their career path.

As part of my responsibilities as a mentor, I meet with a student from a local university and give her guidance on accomplishing her goals. One of which is creating a recognizable brand for herself that will be one driving force in her quest to land an internship. Looking at how much her brand has evolved since the first iteration got me to thinking about the importance of rebranding campaigns.

In a perfect world, companies would create a brand identity that fit them so perfectly it never had to change, but we don’t live in a perfect world. In the real world, companies are constantly evolving, and, while they might stick to the same core values, sometimes they change enough that their brands require some fine-tuning to match.  When this happens, it’s important to take a few steps towards making your new identity perfect.

  1. Understand what is and isn’t working: make a list, get feedback, and learn what it is that’s holding your brand back. Once you understand what about your brand identity isn’t lining up with your brand, you’ll be able to start on step 2.
  2. Now that you know what your brand isn’t, it’s time to understand what it is. No one knows your brand better than you do, so make sure you can distill your brand’s mission into one or two concise sentences. This should be the foundation of your rebranding.
  3. Take your newfound knowledge and start creating! Or find yourself an experienced partner to help guide you through the waters of your rebranding.

If you feel like your brand is in need of a facelift, contact us, and we can help you get on the right track.





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10 for 10 Years!

Eric 10 years

Art Director Eric Gwatney has been a part of #TeamCEA for 10 years! We had a chance to sit down with him and talk about all the fun he’s had during his time with us.

So, Eric, what is your favorite part about working at CEA?

I love working with the team. We have the best crew we’ve ever had, and it’s wonderful to work for Kelly.

Do you have a favorite project that you’ve worked on during your time here?

Pulte’s promotion with Super Bowl XXXV in Tampa, FL (including an ad in the program), everything for the TaxSlayer Bowl  is always a blast. Did I mention I love College Football? #LSUWIN

Looking back, what accomplishment are you most proud of?

Making it through the recession. Taking on every role I could to keep the overhead low yet making sure projects were still getting done in a timely fashion.

If you could work on any project you wanted, what would it be?

This is hard, I don’t think I really have a niche and I like being diverse. I do like illustrations and wish I had more time to do cool things with Adobe Ilustrator.

What is your favorite thing about being an Art Director?

My favorite part as an Art Director is doing my best to make those around me better.

Have you seen a lot of change in the marketing industry in the last 10 years?

Everything has changed, but the biggest difference is the speed of the industry as a whole. With Internet and computers, we don’t spend as much time waiting around for the transfer of information, files, and printing. What used to take months can now be accomplished in weeks or even less time in some cases. We used to mail, yes snail mail, proofs to clients. That alone took days back and forth.

What was CEA like during your first days on the job?

Organized chaos. We out grew the small rental building and we were VERY busy. Direct mail was still big, and we were mass-producing mailers. 3-5 designs a day, at least! I’ve always enjoyed the rush/madness of advertising and marketing though.

What is the most fun you’ve had with #TeamCEA over the years?

This will probably sound cheesy, but some of my favorite times have been when a few of us have stayed late working on projects then just chatting and having a drink with Kelly in the old Art Department or on the back deck by the pond. These days though, it’s important to get home to see my wife and two boys, so these moments have become few and far between.

What is one thing you have learned in your time with CEA that you want to pass on to the team?

Put all you have into your work, but at the same time know when to disconnect yourself from your projects. Be proud in all you do, but when someone doesn’t like an idea or creative you have, you have to be able to disconnect yourself from it so you don’t think they are saying something bad about you. I’ll always refer to what we do as Commercial Art. Any form of artwork is objective to each person and every person will see it differently. You have to shrug it off when someone doesn’t meet eye to eye with you. At the same time, you have to know when to stand up for what you created. It’s a delicate balance that can only be learned with time or as a God given gift.

What are you looking forward to in your next 10 years with CEA?

I can’t wait to continue to grow in my artwork, as a mentor, and as an employee. To see CEA continue to get stronger and stronger each year and to always be a vital part of that growth.

Check out CEA Marketing Group on Facebook and congratulate Eric on his 10 years as a vital member of #TeamCEA!

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December To-Do List!

December (also unofficially regarded as national snuggle season) is here! The time of year where neighbors are a little more cheery, strangers are a little more friendly, and enjoying a hot cup of cocoa (regardless of the weather) feels kind of special.  While our neighbors north of us might be experiencing the beginnings of winter, here in Clearwater, Florida, we have the fabulous privilege of experiencing the magic of December without having to worry about salting our sidewalks.

Cheers to these 3 holiday activities you won’t want to miss this month!


 1. Ice Skating

Grab your skates and head down to the center of Westfield Countryside Mall for an afternoon musical skate inside the enclosed rink. Don’t have skates? Not to worry. You can easily rent a pair. All ages public session Admission is $8.50 and this includes skate rental.

Visit: http://www.westfield.com/countryside/entertainment/icerink/ for more info!

Pottery_Painting_Dunedin FL_ToDo

2. Pottery Painting

Feeling crafty? Have you decided to take the homemade approach to gift giving this year? Pay a visit to downtown Dunedin, Florida and visit the splendid Art From The Heart Café.  This quaint and comfortable venue allows you to select your ceramic piece from the large selection of pottery and enjoy a relaxing evening of DIY holiday making and gifting!   The café is open every day and no reservations are needed! Just stop on in.

For more info visit: 730 Broadway, Dunedin FL, 34698 or call 727-483-9876


3. Light It Up Clearwater

 Bring your beach towels, your blankets and your party hats as you ring in the 2015 New Year on Clearwater Beach. At the strike of midnight on December 31, sit back with your toes in the sand and watch a firework show before your very eyes. Whether you’re married, with the kids, or single and ready to mingle, this is one New Year’s Eve destination you’ll surely want to experience!

Visit:  http://www.lightitupclearwater.com/ for more info!

Is there a December event you think #TeamCEA should know about? Email Natasha@ceaproduction.com and tell us at CEA Bright Marketing why your event is THE event of the season!

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Today we are thankful for…

This week, Team CEA took time to remember what we are thankful for! Have a wonderful, happy, and safe Thanksgiving!

Kristy –This year, and every year, I am thankful for my family, my health and the love, loyalty and support of an amazing man.


John -I am thankful for the brand new White Tiger bow I’ll be getting for Christmas. Beautiful, exquisite, and accurate, a true masterfully crafted item that will assuredly grant me hours upon hours of fun and much needed de-stressing.


Natasha -I am very thankful for my Baba who I affectionately refer to as Babche or phonetically (bOb-ch-uh) (Macedonian for grandma). She flew down from Toronto to visit me. We spent 2 weeks together staying up late, giving pedicures, drinking sleepy time tea, shopping for each other and laughing together. I love her!


Brittany – I am thankful for my family, friends and (of course) FOOTBALL!!


Jennifer -Trying to fit all the things I am grateful for into a few short sentences is overwhelming. I have been blessed beyond what I could have ever imagined. I’m grateful for my health, my family, loyal friends, a safe place to live, my work, a good boss and helpful colleagues and I’m thankful every day that I live in the United States of America. This country is the only place in the world capable of fostering the many opportunities I have been blessed to take advantage of at this point in my life. Also, let’s not forget many in our armed forces won’t be at home with their families today, but instead overseas protecting our freedoms so we can eat our meals in peace surrounded by the people we love. I am thankful today and every day for many blessings. Happy Thanksgiving everybody!!


Kim – I am thankful for my supportive family, great friends, and to be marrying my wonderful fiancé next year!


Kelly - I am thankful for my family and wonderful employees!

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Erika -I’m thankful that I get to spend the Thanksgiving holiday with my family in Savannah.

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Diana -I’m thankful that I got to see Interpol, my favorite band, in concert for the second time.


Eric -Couldn’t be more thankful for my wonderful family: Evan (left), Carter, and my wife Natasha.

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Dave - I am thankful that Brittany called 911 when I had my heart attack.



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