The popular games retailer recently committed career suicide at the 2011 Games Media Awards in London, an event which they had sponsored, to raise brand awareness.
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This article focuses on five ideas that can help Grainger Games improve their brand and move on from the GMA disaster.
1. Rebrand & Rethink
Grainger Games need a rebrand. Their orange and green colour palette definitely gets their shops noticed but it looks tired and dated. The signage looks tacky and the decor puts more people off than entice them in. Grainger Games are a cheap games outlet, they sell their games for less than the RRP and it’s a strategy that works, but does that mean their shops have to reflect that? Now that the footfall is there, Grainger Games should do away with their garish orange and green branding efforts and bring in something sleek and classy looking, think Apple Store meets HMV.
The Grainger Games logo would be the first port of call for a rebrand. Currently, the logo backs up the rest of the brand, cheap and dated. If I was rebranding a company like Grainger Games, I’d move the company away from those connotations and be looking to effectively communicate; great quality products and services. A shift in mentality is needed, alongside a shift in design.
2. Strip Back the Website Design
The website (graingergames.co.uk) is very full on, I’d call it information overload. The amount of content on display could easily be reduced and the site would still serve it’s intent and purpose. Recently, the company have taken to making their new competition details into the background for every page, which causes a horrible clash with the main content. The automatic animations of the upcoming releases and best sellers as well as the pre-orders slider at the bottom of the page also adds to the chaos of the website and draws the eye all over, confusing the viewer.
As we’re told in many areas of our lives, K.I.S.S, keep it simple stupid, and that’s something that Grainger Games need to start adhering too.
3. Get Rid of the Plastic Bags
Plastic bags are dreadful and are a complete hazard to the environment. They’re cheap, but the risks to the environment, wildlife and our planet should outweigh the cost of a plastic bag to carry home your new games.
One solution that could be implemented straight away would be to ask; “Do you need a bag?” Rather than assuming. The second would be to change from plastic bags to paper bags. Not only would recyclable, bio-degradable, paper bags be less harmful to our planet, but, they’d also be more aesthetically pleasing, something that Grainger Games should be striving to achieve with a rebrand.
High street giant Primark recently made the change from plastic to paper, generating a lot of news coverage for the company, as well as helping save the planet. A little closer to home, CEX, a direct competitor of Grainger Games, also use paper bags effectively, even offering bags for life with bigger purchases such as games consoles.
Grainger Games might argue; “We can’t afford to switch.” In the quantity that they would order, the price difference would be minuscule. And, if local Indian takeaways can afford to use paper bags, then surely a national company can afford to do the same?
4. Ditch That Hummer
A Humvee as a marketing tool? How ridiculous is that? Completely. They’re massive, they catch the eye and they get talked about a lot, but again, for all of the wrong reasons. Much like the plastic bag debate, these colossal machines are completely ruining our planet and that’s not something any business should be proud of. The amount of plastic used within the gaming industry out of necessity alone should be enough to try and prevent all other damage to the environment.
With a lot of Grainger Games being city-based, why not use that to their advantage? Public transport is a cheap and popular way to get into the city, as is cycling. So, how about sponsoring a Metro carriage and decking it out with the new Grainger Games branding. Or, hiring a bike patrol to cycle around, promoting their shops? There are solutions that don’t involve making that hole in the atmosphere even bigger.
5. Not Just Games Anymore, Change The Name
I know it’s a long stretch for a big company to go and change their name, but, I think they could modify it. Grainger Games no longer only trade in games. They deal with consoles, telephones, computers, blu-rays and more. Initially, I’d have said to change the entire name as the name is probably commonly misspelled as; Granger. However, renaming the whole company would be entirely impossible, so how about dropping the word “games”. When used in conversation, people say; “I bought it at Graingers”, not; “I bought it at Grainger Games”, so, take it and run with it.
There are lots of areas in which Grainger Games could improve their brand. This 5 point list is just a starting point and a catalyst for ideas. Hopefully this post finds it’s way in front of somebody at the nationwide games retailer and makes them stop and think, just for even a second about a change that they could make. They also need to remember that not all press is good press.
Grainger Games could do with reading our huge list of branding tips, and really start digging in and rebranding their company. It’s now been several years since we wrote this article, and nothing about the company has changed.
And rumour has it, they’re starting to fail. I’ve certainly noticed a decline in their bricks-and-mortar premises.
What are your thoughts on the companies branding? What would you change?