Reba McEntire/Starstruck Entertainment
Nashville, Tennessee
Branded simply as Reba, this country music mega-star has become one of the world’s most recognized entertainers.
Culture
Acting as the lead consultant for two years, Reba’s management team addressed the question of “What’s next” for this inarguably legendary entertainer. CHANGEffect directed a process involving focus group testing, Q-Score popularity analysis, fan analysis and market trends to define an intentional path to pursue. These research processes and strategic planning led to endorsement negotiation and Reba’s brand definition as “The Epitome of the Modern American Woman.” This new direction helped re-focus Reba’s career emphasis towards pursuing her acting and cause-related affiliations, resulting in her first-ever Broadway appearance in Annie Get Your Gun, her hit television series Reba, and her role as first-ever national spokesperson for First Book, a non-profit literacy organization in Washington D.C.
Expression
When you think of Reba, you think immediately of her red hair and undeniable Oklahoma accent. Desiring to expand upon her country girl positioning, we developed a series of images and associations to show that she was indeed a striking, intelligent woman and professional leader. All images for seeking endorsements, licensing and music packaging began to convey this softer and more sophisticated look, epitomized by the identity used to promote her name branded line of clothing and accessories, Reba, using a striking red background with a sophisticated “supple curve” line moving through the letters of her name.