‘Tech with a cause’: Mozilla on rebranding to create an identity away from Firefox
Mozilla has struggled to separate itself from its hero product – but by relaunching it hopes to position the brand behind its activist spirit and allow it to turn up from the “grassroots to government”.
When someone says Mozilla what is the next word that immediately springs to mind? If you said Firefox then you are in good company.
Tech brand Mozilla is the definition of a company that has been overtaken by its hero product, in this case a web browser. It’s not always a bad thing and there’s no doubting Firefox’s importance to Mozilla as a whole – but when you do so much more and people aren’t aware of it then it becomes a problem.
Now, shortly after reaching its 25th anniversary, Mozilla is undergoing a vast rebrand to tackle its perception problems with a bold new brand identity and a new strategic brand platform to unite under. Its global head of brand Amy Bebbington tells Marketing Week she wanted to plot the course for what the next 25 years looks like and come back with something “fresher and relevant” for today’s audience that helps to tell the Mozilla story in a clear way.
