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UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 13:17:04


Post by: StraightSilver


Hi,

Didn't see this posted elsewhere so not sure if there's already a discussion on it.

Two UK Games Workshop stores appear to have been re-branded (Chiswick and Edinburgh) and are now no longer called "Games Workshop".

They are now simply called "Warhammer" and no longer have the traditional yellow and red lettering on a black background but are branded with "Warhammer" in white on a black background.

For UK residents they look a bit like Waterstone's the bookshop now.

As far as I know these are the only two stores to have done this but does any body know if this will be happening across the chain? And has this happened anywhere outside of the UK?

I guess it makes sense but Games Workshop as a brand has been around in the UK for 30 years or more so a rebranding is a big deal here, but most people do call GW stores the "Warhammer shop" and it will stop people thinking they sell computer games I guess.

Edit: Found a pic:



UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 13:26:27


Post by: Alex Kolodotschko


The more muted colour could be a conservation/planning issue.
Doesn't explain the change of name though?
I'm intrigued.
Is this the start of the end of the LOTR range as that's not a warhammer?
Edit: Looking at the pic conservation seems an unlikely reason as it's not a very pretty building/street/road.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 13:28:06


Post by: StraightSilver


I have added a pic that was sent to me, hope it's not a wind up but seems legit.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 14:34:39


Post by: Goliath


The black and white logo does seem to fit with some of their more recent decisions, such as the new boxes with white or black background and models in foreground; methinks they've had a consultant in that's told them that black and white makes stuff look more expensive.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 14:34:55


Post by: Howard A Treesong


The one in Edinburgh always looked more muted because it had to fit in to the more old fashioned part of town. I think the sign was cream and black. A complete name change is rather more drastic though.


Automatically Appended Next Post:
 Goliath wrote:
The black and white logo does seem to fit with some of their more recent decisions, such as the new boxes with white or black background and models in foreground; methinks they've had a consultant in that's told them that black and white makes stuff look more expensive.


That's teally what they need right now, trying to look even more expensive...


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 14:39:07


Post by: Brother SRM


Seeing how Games Day is turning into Warhammerfest, I can see this happening more. They understand that Warhammer is a strong brand and they hope to bank on that to get attention. I do see a problem where folks could go by a store and not know what it is though. If you see a store that says Games Workshop, you assume it sells games (although I've seen folks go into them trying to find Xboxes) while a store called Warhammer could sell... medieval reenactment equipment? I don't know how much it'll actually change things.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 14:39:55


Post by: Azreal13


Expect to see "hobby centres" referred to as "miniatures boutiques" in 3....2...1....


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 14:40:19


Post by: weeble1000


GW has clearly been consulting with someone in a brand development capacity.

The company has made a lot of moves over the past year or so geared towards maximizing protectable intellectual property assets with sort of a scorched earth mentality.

GW has been willing to kill off long-term brands with overly generic marks, most notably switching "Imperial Guard" to "Astra Militarum." I can't say that I am surprised that GW is re-branding its 'hobby centers', but the company must be really desperate to be willing to sacrifice the Games Workshop brand.

This is some serious retraction/consolidation as the GW brand has the capacity to stand for a broader range of products than "Warhammer." If this is the way that Games Workshop is going, it is definitely a double down on intellectual property protection and the Warhammer Fantasy and Warhammer 40,000 product lines, both of which the acting CEO openly admitted were performing poorly not three months ago.

I can see some of the benefits from these changes, but the benefits that I can see don't seem to outweigh the losses by a wide margin, and they don't address the company's fundamental problems. If GW wanted to rehabilitate the Games Workshop brand, it would only take something like 12 to 18 months. Maybe even less than that.

The problems of GW's brand perception are pretty darn obvious. Rather than address those fundamental problems, GW has been doubling down on what hasn't been working for the past five years.

Switching to the "Warhammer" mark is putting lipstick on a pig.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 14:52:06


Post by: winterdyne


Ugh. Games Workshop grew most when they were producing GAMES. Multiple, interesting, games. Many of which are still remembered fondly. Blood Bowl / Dungeon Bowl. Dark Future. Space Marine / Adeptus Titanicus. The Troll Games. Space Hulk. Advanced Space Crusade. Warhammer Quest. And then the big two - Warhammer Fantasy Battles and Warhammer 40,000. People ended up in those, but there were multiple entry points.

I'm at a loss as to what they're thinking. Everyone else (Mantic, Battlefront, FFG) is making more games, GW are retracting.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 14:59:29


Post by: StraightSilver


I must admit I am quite surprised, as in the UK Games Workshop is one of the last remaining recognisable High Street brands.

With the demise of many of our biggest retailers it seems odd to suddenly rename it's high street stores.

It could give the impression of a buy out to UK consumers (such as when Dillons stores became Waterstones).

And Games Workshop is a very well known brand as well, especially considering they do not advertise in any way.

I suspect these two stores are trialling the re brand to see what impact it has but changing the name that they have had for over 30 years kinda saddens me.

I must admit though from a branding / design point of view it looks a hell of a lot better, always hated the GW red and yellow logo, but i think it will just confuse consumers.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 15:08:50


Post by: Wayniac


Warhammer Corporation?


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 15:21:43


Post by: Alex Kolodotschko


Fun fact, currently on ebay there are 125,795 Warhammers and only 11,731 Games Workshops.
A google search shows 21,300,000 Warhammers and 4,9200,000 Games Workshops.
Maybe they are just going with what seems to be the stronger brand.

War Barbies only gets 100 ebays and 472,000 googles.

Edit: It does kinda go against the whole renaming AM thing, if they'd really wanted to be exclusive they'd have made up a fresh name and copywritten/TMd it into exclusive oblivion.
Double Edit: I think it was Legoburner who had a thread around the time of the AM/IG name swap, he ran a google analysis graph program thingy it'd be good if someone could do that with this please!


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 15:33:47


Post by: Accolade


I'm just surprised that they're sacrificing any possibility of diversification in the future. If they become "Warhammer Corporation," then what exactly do they do if the WHFB brand keeps getting weaker? Rebrand "Warhammer 40k Corporation"?

 Alex Kolodotschko wrote:
Edit: It does kinda go against the whole renaming AM thing, if they'd really wanted to be exclusive they'd have made up a fresh name and copywritten/TMd it into exclusive oblivion.


I'm pretty sure GW is convinced that they own "warhammer."


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 15:43:24


Post by: farmersboy


 Accolade wrote:
I'm just surprised that they're sacrificing any possibility of diversification in the future. If they become "Warhammer Corporation," then what exactly do they do if the WHFB brand keeps getting weaker? Rebrand "Warhammer 40k Corporation"?

 Alex Kolodotschko wrote:
Edit: It does kinda go against the whole renaming AM thing, if they'd really wanted to be exclusive they'd have made up a fresh name and copywritten/TMd it into exclusive oblivion.


I'm pretty sure GW is convinced that they own "warhammer."


So it's not a shop selling warhammers?


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 15:50:42


Post by: Accolade


 farmersboy wrote:
Spoiler:
 Accolade wrote:
I'm just surprised that they're sacrificing any possibility of diversification in the future. If they become "Warhammer Corporation," then what exactly do they do if the WHFB brand keeps getting weaker? Rebrand "Warhammer 40k Corporation"?

 Alex Kolodotschko wrote:
Edit: It does kinda go against the whole renaming AM thing, if they'd really wanted to be exclusive they'd have made up a fresh name and copywritten/TMd it into exclusive oblivion.

I'm pretty sure GW is convinced that they own "warhammer."


So it's not a shop selling warhammers?


The new bane-of-questions for GW--I mean, WH staff!!


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 15:51:24


Post by: Alex Kolodotschko


 farmersboy wrote:
So it's not a shop selling warhammers?

: Disappoint :


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 16:05:11


Post by: Tycho


There are some pieces to that photo that make me question it as legitimate, but it could also just be the resolution screwing with my eyes. That being said, I also kind of hope it's not a wind-up ...


I can only imagine the looks my fellow gamers will now have to deal with when saying "Oh, I can't do that right now ... I have to run to the Warhammer store ...". Makes me almost wish I had a "Warhammer©®™" store near me just so I could see the looks in person when I invite all my non-gaming friends to it ...


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 16:16:41


Post by: Riquende


Remember how some folk assured that last year's £4m website costs were a big one off that wouldn't be on the reports next year, and that more glory days were right around the corner?

Say hello to next year's scapegoat.


Automatically Appended Next Post:
Tycho wrote:
There are some pieces to that photo that make me question it as legitimate, but it could also just be the resolution screwing with my eyes. That being said, I also kind of hope it's not a wind-up ..



Seems legit. On Tuesday they posted this on their facebook page:

2 years and five months ago Games Workshop Chiswick opened its doors for the first time as we see it in the picture here. But this week the times they are a changing. The store has a new look and so do a few other stores across the country. I for one am proud to call this store my home and for it to represent a shining new future for the company and hobby I hold so dear.

I invite all of you to come down over the coming weeks and see what all the fuss is about.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 16:19:35


Post by: Blacksails


Four million pound signs?

I'm not a sign-ologist, so how expensive is a new sign?


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 16:20:18


Post by: Riquende


 Blacksails wrote:
Four million pound signs?

I'm not a sign-ologist, so how expensive is a new sign?


If you haggle, you can certainly knock them up to £4m.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 16:29:27


Post by: Pacific


I suppose it actually makes sense in terms of branding.

The name 'Games Workshop' has actually become something of an misnomer considering the company has done very little than produce re-launches of the same systems for more than a decade now, and the name previously conjured up images of creative types sat around a table and coming up with ideas for fun new games.

It might have been easier (and cheaper?) to just knock the plural 'S' off the back of the sign.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 16:39:21


Post by: dakkajet


Intresting, maybe it's because there sick of people walking to the store expecting to buy the new call of duty or something?! Though from my experiences over the year and a bit I've been a hobbyist, I do find people reconizing "Warhammer" before GW.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 16:40:07


Post by: Desubot


At least if this goes through there should be less "is this gamestop" drop by's in the states


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 16:40:16


Post by: Azreal13


Meanwhile in a GW meeting room, somewhere near Nottingham..

"Well, we've gone and done it. We've finally pissed off enough gamers that it's actually beginning to hurt us financially. We're here today to discuss implementing a new studio system as well as re-thinking our company culture to become more inclusive and cultivate a better relationship with our customers and players. It's been a wonderful ride, but I'm afraid I can't see any way forward but to roll up our sleeves and start making the quality product our customers are crying out for.."

"Hang on Mr Kirby, there might be another way..."

"Go on..."

"Well, we all know that all of our customers are mindless, mouth breathing simpletons, and that ultimately we're doing them a favour by taking their money before they spend it on something really pointless, so, we could...we could....change the name of all the shops? That would mean all the negative nonsense we've pulled since forever will be instantly forgotten!"

"Genius! Here, have some money!"

*Kirby throws a roll of twenty pound notes at minion, hitting them in the face*


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 16:44:13


Post by: sarpedons-right-hand


Funny thing is, I'll still refer to my local 'Warhammer' as 'Games Workshop'.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 16:45:47


Post by: Thud


 Blacksails wrote:
Four million pound signs?

I'm not a sign-ologist, so how expensive is a new sign?


Design, production, implementation. 100 or so locations worldwide?

Don't worry, it'll be millions.

At least they will have an excuse handy for declining profits next year too. Great news!


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 16:54:17


Post by: Wayniac


I wonder if this is some way to remove the negative PR that "Games Workshop" has gotten?


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 16:55:40


Post by: Sean_OBrien


Honestly...likely trying to build a wall and moat for the UK (in terms of IP).

As was pointed out by the CHS legal team...most of GW's copyright claims would be invalid under UK design laws. The purpose of play being the main issue.

If they work to rebrand their figures as collectibles - then a different set of rules apply. Right now, with a company name like Games Workshop...they wouldn't have much luck trying to claim that they sell collectibles as opposed to games. Switching their retail arm to "Warhammer" as well as recent public statements by people like Jervis claiming most their customers don't play at all (an interesting tidbit of information for them to know considering they also claim to do no market research) is laying the groundwork to file lawsuits in the UK and EU.
___________

As a more snarky comment - one could also postulate that they might be actively trying to drive gamers away with their crappy rules... See judge, our rules are so poorly written, the only reason anyone would buy our figures is if they collected them...


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 16:55:58


Post by: Davor


WayneTheGame wrote:
I wonder if this is some way to remove the negative PR that "Games Workshop" has gotten?


Yes there is. Just make a clear, concise well written rules, fairly priced, and not disrespect their customers and treat them like we are middles idiots who value their money.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 17:00:32


Post by: Wayniac


Davor wrote:
WayneTheGame wrote:
I wonder if this is some way to remove the negative PR that "Games Workshop" has gotten?


Yes there is. Just make a clear, concise well written rules, fairly priced, and not disrespect their customers and treat them like we are middles idiots who value their money.


Well yes, I meant if they think changing the name is going to eliminate the bad PR from Chapterhouse, Spots and the like.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 17:03:54


Post by: Alex Kolodotschko


Possibly it's a better way to tie into the Warhammer: Eternal Crusade computer game, FFG or other upcoming games?
That cross marketing can be worth big bucks, just look at lotr.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 17:10:23


Post by: gorgon


It's an interesting idea with some logic to it. I think it's good that they're testing it.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 17:17:11


Post by: Yodhrin


You know your company is fethed when you're taking plays out of the oil industry PR playbook.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 17:18:02


Post by: Alex Kolodotschko


Because oil companies don't make much money?


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 17:26:30


Post by: weeble1000


 Alex Kolodotschko wrote:
Because oil companies don't make much money?


I think he means that oil companies have an endemic PR problem, and that if a company feels it has to pull PR shenanigans along the lines of an oil company it must be having a serious PR problem.

And come on, seriously, Games Workshop doesn't sell a substance that the bulk of the world requires in order to maintain it's infrastructures and living standards.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 17:27:28


Post by: Azreal13


Made out of the same stuff though...


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 17:29:01


Post by: filbert


How are people new to gaming, new to GW and new to miniatures supposed to know what they sell in a shop called 'Warhammer'? Are they likely to walk in and try and find out or more likely to not bother at all? More importantly, how are parents of said kids supposed to know? I mean, a fair proportion of GW's customers are parents buying stuff for their kids - they see Games Workshop, they are intrigued, walk in and get the sales pitch and leave with a bunch of stuff for young Timmy. I can't help thinking this rebranding is going to damage some of that foot traffic that doesn't have the assumed knowledge of what 'Warhammer' is.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 17:30:41


Post by: MWHistorian


So the new owners won't have to change signs from "Games Workshop?"


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 17:41:34


Post by: sarpedons-right-hand


 filbert wrote:
How are people new to gaming, new to GW and new to miniatures supposed to know what they sell in a shop called 'Warhammer'? Are they likely to walk in and try and find out or more likely to not bother at all? More importantly, how are parents of said kids supposed to know? I mean, a fair proportion of GW's customers are parents buying stuff for their kids - they see Games Workshop, they are intrigued, walk in and get the sales pitch and leave with a bunch of stuff for young Timmy. I can't help thinking this rebranding is going to damage some of that foot traffic that doesn't have the assumed knowledge of what 'Warhammer' is.


Maybe that's it. It's Kirby's plan to get rid of brick and mortar altogether. Think of the savings!


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 17:47:47


Post by: alphaecho


 filbert wrote:
How are people new to gaming, new to GW and new to miniatures supposed to know what they sell in a shop called 'Warhammer'? Are they likely to walk in and try and find out or more likely to not bother at all? More importantly, how are parents of said kids supposed to know? I mean, a fair proportion of GW's customers are parents buying stuff for their kids - they see Games Workshop, they are intrigued, walk in and get the sales pitch and leave with a bunch of stuff for young Timmy. I can't help thinking this rebranding is going to damage some of that foot traffic that doesn't have the assumed knowledge of what 'Warhammer' is.


I'm not sure I fully see your point here. If you are walking past the shop, you can see what is in the window. I could see it being a problem for a new store opening up down some cheap to rent side street.

A sign saying "Warhammer" may be more appealing to a little Timmy, especially if said Timmy is a blood thirsty little sod!







UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 17:52:07


Post by: Azreal13


Certainly if I have any sort of discussion with any friends who are 'normals' they seem to be more aware of Warhammer than Games Workshop.

I still think it's an attempt to distance themselves from what could now be considered a tainted image, certainly in the broader media, but if this is just one thing to try and move themselves forward, with more, and more substantial, change to come, then it could be a positive move.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 17:54:51


Post by: filbert


alphaecho wrote:
 filbert wrote:
How are people new to gaming, new to GW and new to miniatures supposed to know what they sell in a shop called 'Warhammer'? Are they likely to walk in and try and find out or more likely to not bother at all? More importantly, how are parents of said kids supposed to know? I mean, a fair proportion of GW's customers are parents buying stuff for their kids - they see Games Workshop, they are intrigued, walk in and get the sales pitch and leave with a bunch of stuff for young Timmy. I can't help thinking this rebranding is going to damage some of that foot traffic that doesn't have the assumed knowledge of what 'Warhammer' is.


I'm not sure I fully see your point here. If you are walking past the shop, you can see what is in the window. I could see it being a problem for a new store opening up down some cheap to rent side street.

A sign saying "Warhammer" may be more appealing to a little Timmy, especially if said Timmy is a blood thirsty little sod!



Because a lot of GW's sales are not to little Timmy but to little Timmy's parents who see the shop apropos of nothing, see the 'Games' bit, think that might be a good idea for said little Timmy (quite often they think video games) but then the key point; they walk in the shop and are pitched/sold to. What concerns me is how many parents will see Warhammer, have no idea what it is and what it does and simply discard/discount/forget about it without even bothering to look in the window (notwithstanding those parents who will be put off by the word Warhammer or connotations of 'war' in a store title). The other factor is that many GW stores are in little side streets and not on the main street. They have less footfall already and need to maximise what they get, not further baffle potential walk-ins even more than they need to.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 18:26:18


Post by: Compel


Yeah, that's the irony for me.

Back in 1996-1997, I had never heard of Games Workshop, or Warhammer, or anything of the sort.

I went into the store in Queens Street Glasgow for the first time, looking to buy a new computer game.

Needless to say, from 1997 to 2013, I bought rather a large amount of toy soldiers from Games Workshop as a result of that mistake.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 18:58:07


Post by: Mr. Burning


 filbert wrote:
alphaecho wrote:
 filbert wrote:
How are people new to gaming, new to GW and new to miniatures supposed to know what they sell in a shop called 'Warhammer'? Are they likely to walk in and try and find out or more likely to not bother at all? More importantly, how are parents of said kids supposed to know? I mean, a fair proportion of GW's customers are parents buying stuff for their kids - they see Games Workshop, they are intrigued, walk in and get the sales pitch and leave with a bunch of stuff for young Timmy. I can't help thinking this rebranding is going to damage some of that foot traffic that doesn't have the assumed knowledge of what 'Warhammer' is.


I'm not sure I fully see your point here. If you are walking past the shop, you can see what is in the window. I could see it being a problem for a new store opening up down some cheap to rent side street.

A sign saying "Warhammer" may be more appealing to a little Timmy, especially if said Timmy is a blood thirsty little sod!



Because a lot of GW's sales are not to little Timmy but to little Timmy's parents who see the shop apropos of nothing, see the 'Games' bit, think that might be a good idea for said little Timmy (quite often they think video games) but then the key point; they walk in the shop and are pitched/sold to. What concerns me is how many parents will see Warhammer, have no idea what it is and what it does and simply discard/discount/forget about it without even bothering to look in the window (notwithstanding those parents who will be put off by the word Warhammer or connotations of 'war' in a store title). The other factor is that many GW stores are in little side streets and not on the main street. They have less footfall already and need to maximise what they get, not further baffle potential walk-ins even more than they need to.


Got to agree with Filbert here. Most stores are off on side streets or away from major areas of footfall. Likely the name change will not hamper existing customers or those who come by word of mouth except existing customers are already declining. walk ins will probably stay away. Unless, you know GW cross promote and advertise.

But such concerns are otiose in a niche.



UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 19:49:06


Post by: Da krimson barun


No. Just no. They may not want to admit it but they currently have THREE(not two) games that are not one offs like incredible spess hulk.
Warhammer.
Warhammer 40k.
And THE HOBBIT STRATEGY BATTLE GAME.
This is only going to lessen the sales:when you hear warhammer you think its selling medival reenacment stuff.
When you hear gw you think its video games.which gets people to walk in. Also as Stewie Griffin once said:"I dont like change!"


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 20:03:02


Post by: leopard


Sure the rebranding could be suitably expensive, especially if they use their own range of paints to do it with.

Does suggest that warhammer as a game is probably going nowhere, wonder why they didn't go for a more sci-fi look to fit in with the WHW rebranding?


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 20:11:47


Post by: gorgon


 Azreal13 wrote:
Certainly if I have any sort of discussion with any friends who are 'normals' they seem to be more aware of Warhammer than Games Workshop.


I agree that some of this goes on. People not in the hobby probably don't know Games Workshop from Fantasy Flight Games, but they might have heard of Warhammer.

"Games Workshop" is a legacy name that goes back to when they owned retail game stores selling other companies' products. But now that they're only selling their own stuff -- and primarily two products with "Warhammer" in the name -- why not put the name of the product on the stores?

You go to the Coach store to buy a Coach handbag. Coach doesn't call their company stores "Handbag Shops," that'd be nuts. GW (and their consultant) is guessing that people will more easily make the connection between the store and the product this way. Sure, maybe the occasional person mistakes a GW store for a video game store and becomes a new customer. But I think it's more likely that said person will immediately turn around and leave, and in fact that seemed to be what I witnessed more often in GW stores.

It's fairly obviously not about "bad PR" as it is about a better brand for their retail stores. It's a solid idea IMO, and sounds worthy of some testing. They might be wrong. But that's why you test it.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 20:24:12


Post by: Kilkrazy


Warhammer doesn't mean anything to a general modern audience. Even for enthusiasts the brand is 40K.

Games Workshop has immense heritage and an easily recognisable name. OTOH GW have spent the past five years pissing all over it.

Someone ought to go down to Chiswick High Road to check it out. I might go next week if I can find the time.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 20:25:58


Post by: Tycho


Meanwhile in a GW meeting room, somewhere near Nottingham..

"Well, we've gone and done it. We've finally pissed off enough gamers that it's actually beginning to hurt us financially. We're here today to discuss implementing a new studio system as well as re-thinking our company culture to become more inclusive and cultivate a better relationship with our customers and players. It's been a wonderful ride, but I'm afraid I can't see any way forward but to roll up our sleeves and start making the quality product our customers are crying out for.."

"Hang on Mr Kirby, there might be another way..."

"Go on..."

"Well, we all know that all of our customers are mindless, mouth breathing simpletons, and that ultimately we're doing them a favour by taking their money before they spend it on something really pointless, so, we could...we could....change the name of all the shops? That would mean all the negative nonsense we've pulled since forever will be instantly forgotten!"

"Genius! Here, have some money!"

*Kirby throws a roll of twenty pound notes at minion, hitting them in the face*


I normally role my eyes at this sort of comment but I have to admit ... I actually laughed out loud. Well played.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 20:46:43


Post by: TheAuldGrump


Dammit! Where is GW Fulchester when you need it?!

The Auld Grump


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 20:48:45


Post by: LuciusAR


In a strange way this sort of makes sense. GW haven't made a variety of different games in years. They now only make 2 games, both called Warhammer.

Lots of people already refer to GW as 'the Warhammer store' or something similar so this is the logical thing to do I suppose.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 20:49:52


Post by: timd


 Riquende wrote:

I for one am proud to call this store my home and for it to represent a shining new future for the company and hobby I hold so dear.


So now the minions are using communist propaganda phrasing? When will the wall be coming down or is it in the process of falling down now?

Black and white sign on a dreary gray UK streets? Ugh!
Go from friendly, cheerful red and yellow to stark black and white is not going to be kid or parent friendly. Very, very strange...

As Sean says:
Honestly...likely trying to build a wall and moat for the UK (in terms of IP).

As was pointed out by the CHS legal team...most of GW's copyright claims would be invalid under UK design laws. The purpose of play being the main issue. If they work to rebrand their figures as collectibles - then a different set of rules apply.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 21:02:34


Post by: angelofvengeance


Interesting times indeed.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 21:14:00


Post by: fox-light713


 Alex Kolodotschko wrote:
Fun fact, currently on ebay there are 125,795 Warhammers and only 11,731 Games Workshops.
A google search shows 21,300,000 Warhammers and 4,9200,000 Games Workshops.
Maybe they are just going with what seems to be the stronger brand.

War Barbies only gets 100 ebays and 472,000 googles.

Edit: It does kinda go against the whole renaming AM thing, if they'd really wanted to be exclusive they'd have made up a fresh name and copywritten/TMd it into exclusive oblivion.
Double Edit: I think it was Legoburner who had a thread around the time of the AM/IG name swap, he ran a google analysis graph program thingy it'd be good if someone could do that with this please!


TBH those search numbers might have a small reason to the name change.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 22:08:03


Post by: weeble1000


 Sean_OBrien wrote:
Honestly...likely trying to build a wall and moat for the UK (in terms of IP).

As was pointed out by the CHS legal team...most of GW's copyright claims would be invalid under UK design laws. The purpose of play being the main issue.

If they work to rebrand their figures as collectibles - then a different set of rules apply. Right now, with a company name like Games Workshop...they wouldn't have much luck trying to claim that they sell collectibles as opposed to games. Switching their retail arm to "Warhammer" as well as recent public statements by people like Jervis claiming most their customers don't play at all (an interesting tidbit of information for them to know considering they also claim to do no market research) is laying the groundwork to file lawsuits in the UK and EU


That's an interesting point Sean. They have been subtly pushing the collectibles narrative for a while now, but I had not thought about how a rebranding might impact that. I'll have to go through the CHS trial transcript at some point and see if any GW witnesses shot the company in the foot on this issue.

I honestly don't think GW has the institutional willpower to file another lawsuit. At least not for a good while, and especially not with a costly appeal still hanging over its head.

Whatever GW's plans are with this, I think that it is fair to say that the company was spooked by the CHS case. GW's reactions, however, have not been terribly productive or beneficial for the company, at least not so far as I can see. Alienating customers and carving out product value to make life harder for third party companies has got to have done vastly more harm than good.

Of course the irony is that GW's decline has caused a lot of these companies to develop more robust, standalone product lines that are competing much more directly with GW for market share...and succeeding.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 22:20:07


Post by: Da krimson barun


 LuciusAR wrote:
. GW haven't made a variety of different games in years. They now only make 2 games, both called Warhammer.
The.Fething.Hobbit.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 22:21:55


Post by: Bottle


It makes sense to me. Warhammer is the name everyone knows in the UK over Games Workshop.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 22:26:02


Post by: weeble1000


 Da krimson barun wrote:
 LuciusAR wrote:
. GW haven't made a variety of different games in years. They now only make 2 games, both called Warhammer.
The.Fething.Hobbit.


Heh. GW might make more than two games, but GW barely sells more than one game.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 22:26:22


Post by: Peregrine


 Da krimson barun wrote:
 LuciusAR wrote:
. GW haven't made a variety of different games in years. They now only make 2 games, both called Warhammer.
The.Fething.Hobbit.


A dead game that is almost certain to be dropped once the last movie is done and GW's license for the IP expires.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 22:26:54


Post by: dakkajet


 Da krimson barun wrote:
 LuciusAR wrote:
. GW haven't made a variety of different games in years. They now only make 2 games, both called Warhammer.
The.Fething.Hobbit.

Why does know one care about the hobbit? It is a GAME MADE BY GAMES WORKSHOP or "Warhammer" as its now known.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 22:30:34


Post by: Grimtuff


 Da krimson barun wrote:
 LuciusAR wrote:
. GW haven't made a variety of different games in years. They now only make 2 games, both called Warhammer.
The.Fething.Hobbit.


Which is based on the LOTR rules, which are 13 years old.

The statement still stands.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 22:32:20


Post by: Accolade


 Da krimson barun wrote:
 LuciusAR wrote:
. GW haven't made a variety of different games in years. They now only make 2 games, both called Warhammer.
The.Fething.Hobbit.


I think this move obviously shows their..."respect" for the Lord of the Rings


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 22:40:53


Post by: Azreal13


Tycho wrote:
Spoiler:
Meanwhile in a GW meeting room, somewhere near Nottingham..

"Well, we've gone and done it. We've finally pissed off enough gamers that it's actually beginning to hurt us financially. We're here today to discuss implementing a new studio system as well as re-thinking our company culture to become more inclusive and cultivate a better relationship with our customers and players. It's been a wonderful ride, but I'm afraid I can't see any way forward but to roll up our sleeves and start making the quality product our customers are crying out for.."

"Hang on Mr Kirby, there might be another way..."

"Go on..."

"Well, we all know that all of our customers are mindless, mouth breathing simpletons, and that ultimately we're doing them a favour by taking their money before they spend it on something really pointless, so, we could...we could....change the name of all the shops? That would mean all the negative nonsense we've pulled since forever will be instantly forgotten!"

"Genius! Here, have some money!"

*Kirby throws a roll of twenty pound notes at minion, hitting them in the face*


I normally role my eyes at this sort of comment but I have to admit ... I actually laughed out loud. Well played.


Hey, I don't always do GW boardroom parodies, but when I do...

TheAuldGrump wrote:Dammit! Where is GW Fulchester when you need it?!

The Auld Grump


I think you'll find that's Warhammer Fulchester now.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 22:54:39


Post by: Pacific


Think GW Fulchester got issued with a legal warning at some point over the summer and had to stop making new updates, shame as there would have been a lot of mileage in this one


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 22:55:28


Post by: Accolade


 Azreal13 wrote:
Spoiler:
Tycho wrote:[spoiler]
Meanwhile in a GW meeting room, somewhere near Nottingham..

"Well, we've gone and done it. We've finally pissed off enough gamers that it's actually beginning to hurt us financially. We're here today to discuss implementing a new studio system as well as re-thinking our company culture to become more inclusive and cultivate a better relationship with our customers and players. It's been a wonderful ride, but I'm afraid I can't see any way forward but to roll up our sleeves and start making the quality product our customers are crying out for.."

"Hang on Mr Kirby, there might be another way..."

"Go on..."

"Well, we all know that all of our customers are mindless, mouth breathing simpletons, and that ultimately we're doing them a favour by taking their money before they spend it on something really pointless, so, we could...we could....change the name of all the shops? That would mean all the negative nonsense we've pulled since forever will be instantly forgotten!"

"Genius! Here, have some money!"

*Kirby throws a roll of twenty pound notes at minion, hitting them in the face*


I normally role my eyes at this sort of comment but I have to admit ... I actually laughed out loud. Well played.


Hey, I don't always do GW boardroom parodies, but when I do...

TheAuldGrump wrote:Dammit! Where is GW Fulchester when you need it?!

The Auld Grump


I think you'll find that's Warhammer Fulchester now.


Seriously, someone needs to get on that right now!!


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 22:59:18


Post by: FacebookJunkie


Oooooohhhh the dreaded "war" word!!!

"Anyone for some hobby? "

"No, I want to do wargaming."


Automatically Appended Next Post:
Incoming law suite...

https://www.facebook.com/patrick.gannon.90857?fref=ts


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 23:05:10


Post by: -Loki-


 Grimtuff wrote:
 Da krimson barun wrote:
 LuciusAR wrote:
. GW haven't made a variety of different games in years. They now only make 2 games, both called Warhammer.
The.Fething.Hobbit.


Which is based on the LOTR rules, which are 13 years old.

The statement still stands.


40k and Fantasy have changed so little over the last 15 they wouldn't count either. By that logic, they currently make no games.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 23:20:21


Post by: Compel


From Facebook.

Ok so I see that the web is asking a lot of questions due to the "Warhammer" rebranding we have done, so let me explain.

After almost 26 years here in Edinburgh we have changed the name on the front of the shop.

Nothing else changes, everything we did we will keep doing! Just the name changes.

I'm hopeful that most of you will agree it makes sense, we get called "The Warhammer Shop" ALL THE TIME, so we are joining in!

Its only a trial to see if it makes any difference to us, and its only being done in 3 shops, here, Chiswick and Bath, if we feel like it works it MAY get rolled out one day...but don't expect to see it anywhere else for a long time...so there you go, goodbye Games Workshop Edinburgh...Hello The Warhammer Shop!


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 23:20:42


Post by: Darkjim


ON the subject of Fulchester, the name of the shop was War Workshop in the Viz strip '34 year old obsessive War Workshop assistant'. Maybe one of the GW PR guys was reading it on the bog and got the idea for a rebrand.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/10 23:42:51


Post by: gummynerds


winterdyne wrote:
Ugh. Games Workshop grew most when they were producing GAMES. Multiple, interesting, games. Many of which are still remembered fondly. Blood Bowl / Dungeon Bowl. Dark Future. Space Marine / Adeptus Titanicus. The Troll Games. Space Hulk. Advanced Space Crusade. Warhammer Quest. And then the big two - Warhammer Fantasy Battles and Warhammer 40,000. People ended up in those, but there were multiple entry points.

I'm at a loss as to what they're thinking. Everyone else (Mantic, Battlefront, FFG) is making more games, GW are retracting.


I was first exposed to Games Workshop through Necromunda, and I loved it! Then I found 40K and the Imperial Guard, with Battlefleet Gothic not far behind. Only recently have I begun collecting WHFB miniatures.

If GW is rebranding, well, best of luck to them but it does not sit well with me. Already I have seen them change their website, abandoning the specialist games range. I miss the old GW, the one with more fluff and bitchin' artwork. There is still much to be liked but GW is not aging well.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/11 00:27:12


Post by: Vermis


timd wrote:
 Riquende wrote:

I for one am proud to call this store my home and for it to represent a shining new future for the company and hobby I hold so dear.


So now the minions are using communist propaganda phrasing?


I was just thinking that the next move will be paintings of Kirby in a toga, battling the horses of otiosity.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/11 01:28:13


Post by: d-usa


I can see this making sense, considering all the branching out the company has done. Unless you know which company owns the game, there is really nothing that makes you look at a store called "Games Workshop" and think "This is the Warhammer place." We are all gaming nerds, and we know the connection. But the casuals might not put these two together. Calling the store "Warhammer" puts the actual product closer to all the other games that are connected to the brand.

Let's say you enjoyed this game:



There is not Games Workshop anywhere on that front cover, but there is a Warhammer 40,000. So a person who enjoys the game might see a Games Workshop and not put the two together, but he could see a Warhammer store and think "hey, that's the game I like."

Or they might be reading these books:




Again, these books are published by Black Library and not Games Workshop. And there is nothing on that cover to connect the books to Games Workshop. So somebody who enjoys the books who has never played the game but picked up the books at the regular book store wouldn't look at a Games Workshop and connect it to the books. But they all have Warhammer on the front page, so if they see a store called Warhammer it makes it easier to put those two together.

The mobile games have done a better job with the GW branding, but they still mostly have Warhammer in the title somewhere.

Warhammer is all that is left. They got rid of the specialist games that don't have "warhammer" in the title. They are fixing to get rid of any Hobbit/LotR connection soon. Everything they do is Warhammer related, so you might as well have a store name that actually matches what you are selling. It's like the Gap not having a store called "clothes workshop".


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/11 01:34:14


Post by: Ravenous D


Ha, I guess they finally snapped from having lost people roam around the store looking for Settlers and asking about video games before being badgered out of the store.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/11 01:42:31


Post by: StormKing


I think it's just a nicer sign. The yellow is just really bright. Black and white and just warhammer looks pretty sleek I like it.

They won't change the brand to warhammer I don't think though


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/11 08:21:24


Post by: Mick A


It's a good marketing ploy. Think about when you've spoken to a non gamer about your hobby, I bet more have known the name Warhammer compared to Games Workshop. The dumbing down will make it easier for parents to find the right place to buy it for their kids/nephews/cousins birthdays and xmas etc...

Remember, they're not interested in the loyal customers who keep buying their products, they're main goal is always to get as many new customers as possible...


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/11 09:20:45


Post by: Greensmith


I wonder what this means for the GW website in the long run. I've just checked whois and GW seem to own warhammer.com and have done for a long time. If you go to the site you get a "Temporarily Unavailable" message so they might be up to something. Seems a bit mad to rebrand some stores and then not even put in a redirect to their main web site.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/11 09:44:23


Post by: Knockagh


First it was white dwarf and now games workshop.... They are destroying legacy branding which is never clever unless you have a brand catastrophe and it become an emergency situation. Will watch with interest if this is a push for new customers outside the core. Still think GW is too expensive to attract many new gamers with no history in the IP


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/11 09:46:06


Post by: Compel


I'm just sort of impressed that GW actually figured out 'maybe we should trial this' instead of going the whole hog at once.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/11 10:29:20


Post by: Kilkrazy


What are the results they are looking for, though?

Presumably they hope for higher footfall or higher spend per visitor.

I don't see how that logically follows from renaming the shops.



UK GW Stores re-branding? Two stores have changed name. @ 2014/10/11 11:42:47


Post by: thenoobbomb


 Kilkrazy wrote:
What are the results they are looking for, though?

Presumably they hope for higher footfall or higher spend per visitor.

I don't see how that logically follows from renaming the shops.


A better "image", perhaps? This certainly looks a lot better than the old GW logo.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/11 11:46:08


Post by: AllSeeingSkink


My first thought was they changed the name of the stores to avoid confusing the parents of little Timmy when he goes to the "Warhammer shop".

That and they are maybe trying to get away from the fact they have "games" in their name yet the actual "games" they write are rubbish


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/11 12:13:30


Post by: Sarouan


Like they said, it is a test. So if it works (and the customers aren't too disoriented), it may be good enough.

Also, it has the advantage to keep the name on the shops if the society was about to change their name...or get bought by another...

But yeah, it's quite crystal clear about what will happen to LoTR/Hobbit from now. You can lose all faith, there will be only Warhammer.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/11 12:32:47


Post by: prowla


"Warhammer"? To me it looks more like a pub name, to be honest - although a Warhammer Pub wouldn't be a bad idea Might even sell a few extra boxes when the patrons are, excuse the pun, hammered.

Funny that they go for very specific trademarks like 'Astra Militarium' with codexes, then choose a generic name for their stores.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/11 12:59:30


Post by: angelofvengeance


They might keep the "toxic" assets in Games Workshop and put all the good assets in the new Warhammer name?


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/11 17:13:01


Post by: Medium of Death


I think it looks better. I do agree with people calling it "Warhammer" or the "Warhammer shop" reasoning.

Maybe we'll see more than just two products. They might all be based in the Warhammer settings but it'd be better than nothing.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/11 18:43:18


Post by: Yodhrin


 Kilkrazy wrote:
What are the results they are looking for, though?

Presumably they hope for higher footfall or higher spend per visitor.

I don't see how that logically follows from renaming the shops.



The "we make collectables not mass produced toys/model kits, look at our minimalist designer storefront aesthetic" theory seems plausible - the Design Rights issue is a ticking timebomb for GW, if a Chapterhouse-esque scenario were to play out in the UK/EU they could conceivably find more than half their entire range unprotected. I'd wager the trial is less to see if footfall/revenue increases than to see if it decreases; if it doesn't decrease, they'll roll it out across the chain to help them push the idea they're a boutique company(in the broader sense, obviously not within the wargaming sphere).


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/12 12:00:15


Post by: George Spiggott


Previously on Dakka...
Dammit! Where is GW Fulchester when you need it?!... ...I think you'll find that's Warhammer Fulchester now. ... ...Seriously, someone needs to get on that right now!!

https://www.facebook.com/pages/Warhammer-Fulchester/1483263008622232?skip_nax_wizard=true&ref_type=page_profile_button


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/12 12:09:53


Post by: OrlandotheTechnicoloured


Those are some pretty sweet warhammers


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/12 12:22:12


Post by: Ketara


Re-branding is a standard move for a failing company. It also tends to be pointless, you end up spending half a million quid changing signs and stationary for non-discernable to minimal effect.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/12 16:17:41


Post by: Mr. Burning


so, I wonder. If non gamers are already calling the place the 'Warhammer shop' what purpose does the re-brand serve other than make non purchasing individuals correct over store name?

Does it suddenly acquire a cachet to those people that they must change their habits?





UK GW Stores re-branding? Two stores have changed name. @ 2014/10/12 17:03:54


Post by: OrlandotheTechnicoloured


it will (theoretically) allow people who are vaguely aware of warhammer and potentially interested in learning more to realise they have a store specialising in it on their highstreet

the might walk or drive past a Games Workshop without realising it sold 'that warhammer stuff'

It will also help sell to grandparents/other people who might buy gifts for little timmy without asking... They know timmy plays those warhammers, but don't shop online and have no knowledge of game stores, but in the weeks before his birsthday they walk past the warhammer shop and suddenly realise they can buy his present there

so relevance of the rebranding to the current/regular customer is nil, but it probably does stand a reasonable chance of adding extra sales


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/12 17:25:46


Post by: Marleymoo


The re-branding seems to make sense. A lot of people with limited knowledge of the hobby can be confused as to why a place called Games Workshop sells the Warhammer stuff.

Probably stop all those grandparents asking for the latest xbox game too.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/12 17:40:07


Post by: OldSkoolGoff


Seems smart to me. Loads of times I've been hanging out at a GW and someone comes in looking for video games or monopoly or whatever.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/12 18:48:20


Post by: SeanDrake


Anytime a company considers flushing 25+yrs worth of brand recognition there is something wrong.

There not doing this because they have just now noticed they only sell 2 games, as that has been the case for a number of years.

My guess this is another attempt at shoring up the moat and castle walls. Expect much more extolling of the virtues of the miniature pieces of art sold to collectors by Warhammer.

The logical end process for this is that they stop selling rules and just sell guidelines to be used while shouting pew pew. While moving around your finely detailed mass produced pieces of art.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/12 18:54:11


Post by: angelofvengeance


No offence but that seems awfully paranoid of you. Besides- What is dead may never die.. just look at Necromunda etc etc. Still a fair sized community of gamers playing that. So even if they did do what you're suggesting, the games would live on regardless.

Anyways. Let's see how the rebranding plays out shall we?


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/12 18:59:34


Post by: Azreal13


 OldSkoolGoff wrote:
Seems smart to me. Loads of times I've been hanging out at a GW and someone comes in looking for video games or monopoly or whatever.


I take it I don't need to explain why those people not coming in anymore is actually a BAD thing?

SeanDrake wrote:
Anytime a company considers flushing 25+yrs worth of brand recognition there is something wrong.

There not doing this because they have just now noticed they only sell 2 games, as that has been the case for a number of years.

My guess this is another attempt at shoring up the moat and castle walls. Expect much more extolling of the virtues of the miniature pieces of art sold to collectors by Warhammer.

The logical end process for this is that they stop selling rules and just sell guidelines to be used while shouting pew pew. While moving around your finely detailed mass produced pieces of art.


The other option was to make some more Games for the Workshop, but doing that is hard. Much easier to bin all the signage, spend some quids and keep on coasting.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 02:15:16


Post by: Accolade


 George Spiggott wrote:
Previously on Dakka...
Dammit! Where is GW Fulchester when you need it?!... ...I think you'll find that's Warhammer Fulchester now. ... ...Seriously, someone needs to get on that right now!!

https://www.facebook.com/pages/Warhammer-Fulchester/1483263008622232?skip_nax_wizard=true&ref_type=page_profile_button


Hahahaha, YES!!! I have a feeling this page will be amusing at least for a few months before the cease-and-desist letters come.

 Azreal13 wrote:
 OldSkoolGoff wrote:
Seems smart to me. Loads of times I've been hanging out at a GW and someone comes in looking for video games or monopoly or whatever.


I take it I don't need to explain why those people not coming in anymore is actually a BAD thing?


They weren't *real* GW fans anyway


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 03:01:58


Post by: morganfreeman


 Compel wrote:
Yeah, that's the irony for me.

Back in 1996-1997, I had never heard of Games Workshop, or Warhammer, or anything of the sort.

I went into the store in Queens Street Glasgow for the first time, looking to buy a new computer game.

Needless to say, from 1997 to 2013, I bought rather a large amount of toy soldiers from Games Workshop as a result of that mistake.


I'd just like to second this point.

When I walked into my first Games Workshop back in the early 2000s (I think 2002? I donno, I was a little over 10 at the time..) I saw "games" and thought it would sell video games. Needless to say it did not, but I was still drawn in by the miniatures. Went in on the hobby a bit later (with birthday money), and have been investing bits here and there ever since.

Not sure what I'd have thought of a store simply sporting the name "Warhammer".


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 04:05:28


Post by: jonolikespie


Is it wrong to want to walk into one of these stores wearing some sort of knightly LARP getup and act disgruntled when I am told the store does in fact not sell weapons for me to smite my foes with?


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 05:05:08


Post by: Ehsteve


The plain black-white storefront doesn't really fit imho.

The product has always been quite colourful (with the painted previews always being cartoonishly bright) and the posters as well. You pick up a box of anything they sell and it's always designed to pop and attract the eye. If more of the product was blandly packaged (a bad move) then it may work, but all I see is a very minimalist (and not in a good way) storefront and some colourful boxes, which don't really seem to fit in with the aesthetic (or the other way around).


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 05:22:22


Post by: Kilkrazy


Perhaps it is part of the cost-cutting campaign.

White paint is cheaper.



UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 07:43:15


Post by: privateer4hire


Have they already sewn up the internet domain names for Warhammer everywhere they plan to sell? Would be funny if somebody bought the heck out of Warhammer.net, .com, .whatever in various venues to see how they'd get around that.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 07:56:02


Post by: Haljin


privateer4hire wrote:
Have they already sewn up the internet domain names for Warhammer everywhere they plan to sell? Would be funny if somebody bought the heck out of Warhammer.net, .com, .whatever in various venues to see how they'd get around that.


The same what video game companies do, when people register names like halflife3.com. They send a nice man in a suit to whoever has sold you that domain name and you are forced to relinquish it. Otherwise a lawsuit ensues, and you are found guilty of trying to scam the company for money, as you registered a domain with a pre-existing trademark.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 08:14:47


Post by: Vain


 Haljin wrote:
privateer4hire wrote:
Have they already sewn up the internet domain names for Warhammer everywhere they plan to sell? Would be funny if somebody bought the heck out of Warhammer.net, .com, .whatever in various venues to see how they'd get around that.


The same what video game companies do, when people register names like halflife3.com. They send a nice man in a suit to whoever has sold you that domain name and you are forced to relinquish it. Otherwise a lawsuit ensues, and you are found guilty of trying to scam the company for money, as you registered a domain with a pre-existing trademark.


That would work with "halflife3.com" but if you register a "warhammer.com" and even had a token reason to have a website about warhammers then you would be fine as it is an item as well as a brand and thus not as strong a claim as something which is explicitly and clearly tied to an IP.

Take the recent examples of movie websites that have "XXXXthemovie.com" sites.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 08:26:47


Post by: filbert


There was an urban myth (probably apocryphal) that someone registered '21st Century Fox' or similar as a website name in the early days of the internet. The urban myth ran that the studio paid said person a large amount of money to get the name back.

That being said, I think aggressive domain name camping is much more heavily policed these days and also, I believe GW have had these domain names under their control for some time prior to this potential rebranding.

If someone wants to take the time and trouble, you can do a domain who is search and it will tell you who owns it and for how long they have owned it.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 08:34:08


Post by: Haljin


 Vain wrote:
 Haljin wrote:
privateer4hire wrote:
Have they already sewn up the internet domain names for Warhammer everywhere they plan to sell? Would be funny if somebody bought the heck out of Warhammer.net, .com, .whatever in various venues to see how they'd get around that.


The same what video game companies do, when people register names like halflife3.com. They send a nice man in a suit to whoever has sold you that domain name and you are forced to relinquish it. Otherwise a lawsuit ensues, and you are found guilty of trying to scam the company for money, as you registered a domain with a pre-existing trademark.


That would work with "halflife3.com" but if you register a "warhammer.com" and even had a token reason to have a website about warhammers then you would be fine as it is an item as well as a brand and thus not as strong a claim as something which is explicitly and clearly tied to an IP.

Take the recent examples of movie websites that have "XXXXthemovie.com" sites.


In theory yes, but I think it wouldn't be as easy. It's true it used to be easier back in the day - at least I sure heard more stories of "smart" domain registering netting some profit. In order for your plan, you would have to not only express desire to run a website about warhammers, but actually run it. If you were found owning a domain name for a long time and not doing anything with it, I don't think you would be able to keep it.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 09:43:32


Post by: Koppo


Domain Name: WARHAMMER.COM
Registrant Organization: Games Workshop
Spoiler:

Registry Domain ID:
Registrar WHOIS Server: whois.networksolutions.com
Registrar URL: http://www.networksolutions.com/en_US/
Updated Date: 2013-11-30T00:00:00Z
Creation Date: 1997-01-28T00:00:00Z
Registrar Registration Expiration Date: 2015-01-29T00:00:00Z
Registrar: NETWORK SOLUTIONS, LLC.
Registrar IANA ID: 2
Registrar Abuse Contact Email: abuse@web.com
Registrar Abuse Contact Phone: +1.8003337680
Reseller:
Domain Status:
Registry Registrant ID:
Registrant Name: Games Workshop
Registrant Organization: Games Workshop
Registrant Street: Willow Road
Registrant City: Nottingham
Registrant State/Province: Nottinghamshire
Registrant Postal Code: NG7 2WS
Registrant Country: UK
Registrant Phone: +44.11590040000
Registrant Phone Ext:
Registrant Fax:
Registrant Fax Ext:
Registrant Email: paul.hill@games-workshop.co.uk
Registry Admin ID:
Admin Name: Administrator, DNS
Admin Organization: Games Workshop
Admin Street: 6721 Baymeadow Dr
Admin City: Glen Burnie
Admin State/Province: MD
Admin Postal Code: 21060
Admin Country: US
Admin Phone: +1.4105901400
Admin Phone Ext:
Admin Fax: +1.4105901444
Admin Fax Ext:
Admin Email: DNSAdministration@games-workshop.com
Registry Tech ID:
Tech Name: Technical, DNS
Tech Organization: Games Workshop
Tech Street: 6721 Baymeadow Drive
Tech City: Glen Burnie
Tech State/Province: MD
Tech Postal Code: 21060
Tech Country: US
Tech Phone: +1.4105901400
Tech Phone Ext:
Tech Fax: +1.4105901444
Tech Fax Ext:
Tech Email: DNSTechnical@games-workshop.com
Name Server: NS3.GAMES-WORKSHOP.COM
Name Server: NS2.GAMES-WORKSHOP.COM
Name Server: NS1.GAMES-WORKSHOP.COM
DNSSEC: not signed
URL of the ICANN WHOIS Data Problem Reporting System: http://wdprs.internic.net/
Last update of WHOIS database: Mon Oct 13 05:41:20 EDT 2014



They seem to own:
Warhammer.co.uk
Warhammer.com

They don't own (and are owned by somebody):
Warhammer.uk
warhammer.net
warhammer.co
warhammer.org.uk
warhammer.eu
warhammer.guru
warhammer.me
warhammer.info


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 10:29:48


Post by: endlesswaltz123


I know a much cheaper and less time consuming way to increase their marketing/drop in new customers, they just need to use the same tactics that worked on me when I was 9 and got caught up with the hobby.

I mean, when you walk past a shop with a 6ft vinyl sticker on the window of an emperor titan, which as we all know is a walking cathedral with huge guns on it, it tends to grab the interests of young guys.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 10:54:22


Post by: trephines


GW Bath have changed their sign too, I was pretty confused when I noticed it. Rather than white though, the sign is silver?


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 10:59:45


Post by: OgreChubbs


Man the wargamming community is freaking nuts when something changes lol. A therapist could have a field day watch what happens when I do this "space marines have no eyebrows BOOM " half the wargamming internet folks take heart attacks and scream how someone made them mad so they going out of business lol.

Now on topic meh I think it works with all the upcoming games and ones that where already out. My friend didn't even know they sold models of them because the store was gamesworkshop not warhammer which is what they brand all their videogames/computer/consul games as and people who draw to those games will not search gamesworkshop but warhammer "name of game" and never see the minatures.

Hell they made blood raven crap for people who played WARHAMMER dawn of war lol


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 11:05:42


Post by: Glaiceana


I also think its a good idea to change it to Warhammer, had plenty of friends walk past the stores with me and think it was board games or an obscure video game shop. Will see if the Birmingham store has changed yet in a few days.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 11:06:57


Post by: gunslingerpro


 jonolikespie wrote:
Is it wrong to want to walk into one of these stores wearing some sort of knightly LARP getup and act disgruntled when I am told the store does in fact not sell weapons for me to smite my foes with?


Have an exalt.

As a side note, I can't imagine a drop in incidental traffic is a good thing.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 11:09:28


Post by: angelofvengeance


GW Edinburgh posted this 10/10/14

Games Workshop: Edinburgh
10 October
Ok so I see that the web is asking a lot of questions due to the "Warhammer" rebranding we have done, so let me explain.

After almost 26 years here in Edinburgh we have changed the name on the front of the shop.

Nothing else changes, everything we did we will keep doing! Just the name changes.

I'm hopeful that most of you will agree it makes sense, we get called "The Warhammer Shop" ALL THE TIME, so we are joining in!

Its only a trial to see if it makes any difference to us, and its only being done in 3 shops, here, Chiswick and Bath, if we feel like it works it MAY get rolled out one day...but don't expect to see it anywhere else for a long time...so there you go, goodbye Games Workshop Edinburgh...Hello The Warhammer Shop!

I'm interested in your thoughts and reactions if you have any, if so comment away below.

ps. We will still be celebrating our 26th Birthday on 1st November...who says I can't have my cake and eat it!


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 11:38:56


Post by: Simo429


This is one of those things I'm not sure where the fume is coming from.

There are many things I don't agree with that gw do but I'm not going to be pining over the name games workshop.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 11:47:23


Post by: MaxT


Trialing it in 3 stores sounds like an eminently sensible thing to do. Give it 12 months, see if there's an effect, gather feedback (i know, i know) and make a call then as to roll it out nationally or revert.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 17:48:09


Post by: notprop


It's that damn Scottish independence nonsense again I'll wager!

Someone drive up to Jockland and bring the manager back to London. We'll make an example of him.

We could put one of his minitures heads on a cocktail stick over every GW store in the land.

That'll learn em, that'll learn em good.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 18:07:01


Post by: weeble1000


 Simo429 wrote:
This is one of those things I'm not sure where the fume is coming from.

There are many things I don't agree with that gw do but I'm not going to be pining over the name games workshop.


It is always an objectively 'big deal' when a decades old company decides to re-brand itself. GW is apparently considering doing just that. Normally, such aggressive re-branding is an indication that things are not going very well.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 18:16:48


Post by: ekwatts


I doubt any of this is to do with "negative" PR. They haven't ever really had negative PR. In fact, the company is of a pretty good standing.

I mean, it gets dragged through the mud on internet message boards and stuff but in the real world none of that actually matters.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 18:22:25


Post by: Blacksails


Well, they don't have a lot of PR at all. They don't advertise, they're not exactly a common household name, and they're not the biggest company ever.

However, things like their aggressive IP defense and ignoring their customer base is not what I'd call good PR.

Either way, it does question why'd they'd throw away 20+ years of brand recognition, especially after a less than stellar financial report.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 18:37:44


Post by: OldSkoolGoff



 Azreal13 wrote:


I take it I don't need to explain why those people not coming in anymore is actually a BAD thing?


Sure. Explain away. Explain how a 60 year old woman walking into the store asking where CoD is because it's her grandson's birthday tomorrow and then sighing and walking back out the door helps GW in any way whatsoever.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 18:47:29


Post by: Bull0


It's never nice when something you grew up with changes names, think Snickers/Marathon or Opal Fruits/Starbursts. Really, Games Workshop as a name made more sense back when they could be arsed to support a nice range of games, now it's just Warhammer Warhammer Warhammer why not just call the shop Warhammer and be done with it?


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 19:02:36


Post by: Grimtuff


 OldSkoolGoff wrote:

 Azreal13 wrote:


I take it I don't need to explain why those people not coming in anymore is actually a BAD thing?


Sure. Explain away. Explain how a 60 year old woman walking into the store asking where CoD is because it's her grandson's birthday tomorrow and then sighing and walking back out the door helps GW in any way whatsoever.


Yes, because those were the only types of randoms that walked in...



UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 20:01:51


Post by: Rayvon


 OldSkoolGoff wrote:

 Azreal13 wrote:


I take it I don't need to explain why those people not coming in anymore is actually a BAD thing?


Sure. Explain away. Explain how a 60 year old woman walking into the store asking where CoD is because it's her grandson's birthday tomorrow and then sighing and walking back out the door helps GW in any way whatsoever.


She may not walk out, she might buy an alternate gift and on occasion, people looking for other stuff is where future custom comes from, you would be surprised how many of us started the hobby by walking into a GW expecting something totally different.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 20:06:56


Post by: Grimtuff


 Rayvon wrote:
 OldSkoolGoff wrote:

 Azreal13 wrote:


I take it I don't need to explain why those people not coming in anymore is actually a BAD thing?


Sure. Explain away. Explain how a 60 year old woman walking into the store asking where CoD is because it's her grandson's birthday tomorrow and then sighing and walking back out the door helps GW in any way whatsoever.


She may not walk out, she might buy an alternate gift and on occasion, people looking for other stuff is where future custom comes from, you would be surprised how many of us started the hobby by walking into a GW expecting something totally different.


Yup. Started this full bore after myself and my brother walked into a GW looking for Havok miniatures.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 20:17:01


Post by: Rayvon




My nan was looking for the Ninja Turtles RPG





UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 20:31:41


Post by: Kilkrazy


Changing the name from Games Workshop makes sense if you have no interest in selling a range of games to potential walk-in customers.

Changing it to Warhammer makes sense if you assume that all of your customers already know what Warhammer is, and won't be put off by losing the Games Workshop brand name.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/13 21:14:30


Post by: Bull0


 Grimtuff wrote:

Yup. Started this full bore after myself and my brother walked into a GW looking for Havok miniatures.


Man, Havok!! Such nostalgia. I'd literally forgotten that existed.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 02:12:23


Post by: Jehan-reznor


The're finally admitting that they are not making games anymore and not a Workshop of new systems?

So now they only sell Warhammer


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 03:44:44


Post by: jamesk1973


GW will not be changing the sign of their store at Tomball Crossing, Tomball, TX.

Instead, they are going to close it on the 2nd of November.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 09:02:44


Post by: Skinnereal


jamesk1973 wrote:
GW will not be changing the sign of their store at Tomball Crossing, Tomball, TX.

Instead, they are going to close it on the 2nd of November.
It's probably cheaper to close it than get a new sign made.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 12:57:34


Post by: Pacific


 ekwatts wrote:
I doubt any of this is to do with "negative" PR. They haven't ever really had negative PR. In fact, the company is of a pretty good standing.

I mean, it gets dragged through the mud on internet message boards and stuff but in the real world none of that actually matters.


'Spots the Space Marine' got a fair amount of coverage outside the industry, news items on it and of course the writers/publishers community flocked down on it to condemn GW's claims.

The dip in profits also got some mention in financial press, think there was mention of it in the Financial Times etc.

You're right though, extremely unlikely that this would be anything to do with negative perceptions. The only time something like that would happen is if there was some massive problem or issue that got press outside of the industry (some kind of child abuse story going on at one of the stores or something like that).


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 13:19:15


Post by: Flashman


Back in the old days, Games Workshop was a place where you could model scenery and terrain as well as paint miniatures i.e. it was literally a "Workshop".

As this no longer applies and the business is geared towards selling Warhammer plastic kits and rulebooks, the change in brand makes sense...

...which is a shame.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 17:42:06


Post by: Phobos


Mixed feelings here. On one hand, no problem it makes sense and is a good idea based on reinforcing identity with their core ( only) product.

On the other hand, a 30+ year old company changing their name is a HUGE deal. Not saying it hasn't been done before, ( Kentucky Fried Chicken became KFC for one easy example ) but it isn't something that is done lightly.

As an aside, I laugh until my sides hurt when I see folks saying "oh the noes, if they change the name they won't get customers who wander in looking for xboxes!". Guys those people were never customers anyways. Yes on some rare occasions, they might buy something but to even slightly consider them in a business sense as a source of revenue is laughable. If a board member were to even contemplate it, it would display almost a criminal level of incompetence at running the company.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 18:08:32


Post by: weeble1000


 ekwatts wrote:
I doubt any of this is to do with "negative" PR. They haven't ever really had negative PR. In fact, the company is of a pretty good standing.

I mean, it gets dragged through the mud on internet message boards and stuff but in the real world none of that actually matters.


O really? Well, let's just scrape the cream off of the top, shall we.

Winston and Strawn Defeats Hundreds of Trademark and Copyright Infringement Claims

Trademark Bully Thwarted

Games Workshop trademark bullying goes thermonuclear

EFF Helps Return 'Space Marine' Book to Amazon After ‘Trademark Bullying’ Takedown

Fantasy figures: Games Workshop’s CEO takes alternative view of 'good'

Games Workshop, makers of Warhammer and 40K, performs corporate suicide

The Iron Fist: How Games Workshop Put A Stranglehold On The Australian Market

And that's just some top stories from mainstream news. GW's brand problem isn't even confined to its little niche market.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 18:25:19


Post by: Kanluwen


I'm pretty sure that Winston and Strawn's website, Escapist Magazine, and Kotaku aren't really "mainstream news" Weeble.

You're absolutely right that it isn't confirmed to just rumor sites or the gaming community though. I just wouldn't call those sites mainstream news.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 18:56:04


Post by: weeble1000


 Kanluwen wrote:
I'm pretty sure that Winston and Strawn's website, Escapist Magazine, and Kotaku aren't really "mainstream news" Weeble.

You're absolutely right that it isn't confirmed to just rumor sites or the gaming community though. I just wouldn't call those sites mainstream news.


They're decidedly more mainstream than DakkaDakk, Bell of Lost Souls, Blood of Kittens, Warseer, Frothers, etc. They absolutely go beyond the niche market of table top wargaming.

Note that the Winston and Strawn press release is actually really mainstream in terms of litigation, and in particular IP litigation. In fact, the press release was cited by a Law 360 article about the GW v CHS case, and the GW v CHS case was cited by name in the Law 500 journal.

Of course, some of these stories have been covered in The Guardian.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 19:20:33


Post by: Kanluwen


Fair enough. When I think of "mainstream news" though I think of it as things like The Guardian.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 19:25:20


Post by: Lockark


 Kanluwen wrote:
I'm pretty sure that Winston and Strawn's website, Escapist Magazine, and Kotaku aren't really "mainstream news" Weeble.

You're absolutely right that it isn't confirmed to just rumor sites or the gaming community though. I just wouldn't call those sites mainstream news.


uummmm. Here is a fun fact:

According to alexa, Kotaku.com ranks only two places behind cbc.ca, the national news agency of Canada.
(At the time of posting this kotaku is rank 1027, and CBC is ranked 1025)

http://www.alexa.com/siteinfo/kotaku.com
http://www.alexa.com/siteinfo/cbc.ca


Kotaku ranks MUCH higher then all of these canadian news networks.
http://www.alexa.com/siteinfo/globalnews.ca
http://www.alexa.com/siteinfo/ctvnews.ca


Sure then are not big enough to compete with the likes of american media conglomerates, like CNN.com, foxnews.com, cbsnews.com, ect. But it's big enough rank above most Canadian news networks and many other countries. Kotaku has quite a bit of weight behind it at this point, witch is one of the reasons why the video gaming community blew up so much when kotaku was involved in a scandal recently.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 19:25:25


Post by: Fifty


Quote on the GW Chiswick page

Games Workshop: Chiswick Is to be believe guys and gals this is a trial that only 3 Games Workshops in the world are participating in ( Bath and Edinburgh being the others). I think the brand Warhammer is a lot more recognisable than Games Workshop and I think Jonathan Taylor-Yorke has hit the nail on the head.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 19:28:13


Post by: Lockark


 Fifty wrote:
Quote on the GW Chiswick page

Games Workshop: Chiswick Is to be believe guys and gals this is a trial that only 3 Games Workshops in the world are participating in ( Bath and Edinburgh being the others). I think the brand Warhammer is a lot more recognisable than Games Workshop and I think Jonathan Taylor-Yorke has hit the nail on the head.


Yah, I agree GW has realized the GW brand is starting to get toxic, thus want people to focus on warhammer. (Let's face it. the worlds and games that have actully made us care so much about this stuff in the 1st place)


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 19:32:16


Post by: SkavenLord


Maybe the goal was to give an impression of a change in the hopes people will think it's going to change for the better (and who knows, maybe it will, maybe it won't, but anyway) On the other hand, their choice of logo in my opinion at least in the OP does look kind of bland and more corporate than the more energetic yellow and red of the old brand.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 19:35:35


Post by: notprop


Not really, in the Uk if said to a random mother of a 12-13 year old boy Wargaming you would get a blank face, not so much when you say Warhammer. My Mrs has put up with my nonsense for nearly a decade, when I leave for the club cluching an X Wing box she will swear blind I'm off to the Warhammer club!

I.e. It's a brand at this point. This is an interesting experiment but even if it went world wide it would intrinsically make no difference in GW beyond a bill for new stationary.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 19:37:03


Post by: Azreal13


 Phobos wrote:

As an aside, I laugh until my sides hurt when I see folks saying "oh the noes, if they change the name they won't get customers who wander in looking for xboxes!". Guys those people were never customers anyways. Yes on some rare occasions, they might buy something but to even slightly consider them in a business sense as a source of revenue is laughable. If a board member were to even contemplate it, it would display almost a criminal level of incompetence at running the company.


That sort of attitude won't get you very far in any sort of sales career.

The shop front exists entirely to entice people in off the street and get them in front of your salespeople, who, if they're any good, can then use that opportunity to generate a sale. We would frequently run offers which weren't very good, because they looked good on a poster and brought customers in - once a dialogue was entered into, one could explain that the offer wasn't great, and then offer them something which was better, and looked even better than that in comparison to what they initially enquired after.

To say "they were never customers anyway" demonstrates a very short sighted and negative attitude. Will a high percentage of those who came in looking for video games end up buying? Probably unlikely, I'd speculate at less than 5%, if that, if you're sales staff are half competent. Sales is just a numbers game at it's heart though, so if one person in twenty that wonders in off the street buys something then that ends up as a not insignificant amount of revenue across all sites each year.

By effectively heading these customers off at the pass, they're essentially flipping a coin (because they don't do customer research remember?) as to whether the more obvious Warhammer branding will increase awareness amongst those who know the IP but don't connect it with GW will generate more cash than those who wander in looking for something else but ultimately are persuaded to purchase currently do.

EDIT
Huh, so I DID have to explain it....


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 19:51:55


Post by: timd


 Jehan-reznor wrote:
The're finally admitting that they are not making games anymore and not a Workshop of new systems?

So now they only sell Warhammer


There can be only Wahammer!

T


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 19:55:55


Post by: Accolade


It does have a sort of MTV re-branding thing going on. I guess it's recognition that the old name is no longer applicant.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 20:51:32


Post by: prowla


 Lockark wrote:


Yah, I agree GW has realized the GW brand is starting to get toxic, thus want people to focus on warhammer. (Let's face it. the worlds and games that have actully made us care so much about this stuff in the 1st place)


I doubt it has anything to do with 'GW brand' - after all, the whole GW brand is basically two Warhammer games. I don't think a few IP feud news have given them a 'toxic' brand that they'd need to get rid of, either. It's probably just an attempt to streamline the brand, in order to gain some sales.

It's a bit unfortunate that they are going at it the wrong way. Instead of focusing on their two core games, they should be trying to grab a share of the expanding miniature/boardgame market with a larger lineup. They have a ton of high street stores, so why expand to other brands? Just putting in a shelf for their licensing buddy FFG would probably rack a ton of income from X-Wing and 40k RPGs, and they could work with FFG to revive some of the old Specialist Games while at it.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 21:40:20


Post by: Herzlos


 notprop wrote:
Not really, in the Uk if said to a random mother of a 12-13 year old boy Wargaming you would get a blank face, not so much when you say Warhammer. My Mrs has put up with my nonsense for nearly a decade, when I leave for the club cluching an X Wing box she will swear blind I'm off to the Warhammer club!

I.e. It's a brand at this point. This is an interesting experiment but even if it went world wide it would intrinsically make no difference in GW beyond a bill for new stationary.


That's not a brand, it's at risk of becoming a generic term like a Hoover. If war hammer is commonly accepted to mean war games, I.e. I've I'm playing black powder war baker tonight, then they risk losing the trademark altogether.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 21:51:59


Post by: notprop


But they would be the only company that can produce Warhammer models that look like the Warhammer range in a wargaming context.......so no change then really. Risk=0


It is a brand and one that they protect by trademarking individual elements. A Warhammer Shop won't change that either.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 22:00:06


Post by: Azreal13


"look like the Warhammer range" is a slippery concept and I'd defy anyone to nail that down sufficiently to be legally enforceable.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 22:02:55


Post by: CthuluIsSpy


 Azreal13 wrote:
"look like the Warhammer range" is a slippery concept and I'd defy anyone to nail that down sufficiently to be legally enforceable.


Maybe that's why they are using so many skulls - to make their range stands out.

"Only Warhammer can have minis that are composed of over 90% skulls!"


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 22:06:42


Post by: Cruentus


 Azreal13 wrote:
"look like the Warhammer range" is a slippery concept and I'd defy anyone to nail that down sufficiently to be legally enforceable.


As if that means anything to GW, I mean Warhammer.

Doesn't mean Warhammer won't try, as was seen in the Chapterhouse case.

Wow, using "Warhammer" as the brand name sounds terrible... Games Workshop is much better...

How much of a sales uptick will it take for them to rebrand all their stores?


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 22:09:26


Post by: notprop


I was going to say let's not go down that well trodden path again but see we have our hiking boots and nipple plasters on already.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 22:37:14


Post by: Lockark


 prowla wrote:
 Lockark wrote:


Yah, I agree GW has realized the GW brand is starting to get toxic, thus want people to focus on warhammer. (Let's face it. the worlds and games that have actully made us care so much about this stuff in the 1st place)


I doubt it has anything to do with 'GW brand' - after all, the whole GW brand is basically two Warhammer games. I don't think a few IP feud news have given them a 'toxic' brand that they'd need to get rid of, either. It's probably just an attempt to streamline the brand, in order to gain some sales.

It's a bit unfortunate that they are going at it the wrong way. Instead of focusing on their two core games, they should be trying to grab a share of the expanding miniature/boardgame market with a larger lineup. They have a ton of high street stores, so why expand to other brands? Just putting in a shelf for their licensing buddy FFG would probably rack a ton of income from X-Wing and 40k RPGs, and they could work with FFG to revive some of the old Specialist Games while at it.


I don't disagree that they are trying to do this the wrong way. But I got a feeling if you ask someone "What do you think of the warhammer universes" you will get a more positive response from people, then saying "What do you think about games workshop". Thus they want to experiment and see if changeing the name of some of the brick and mortar stores to the name people view more positively will increase sales.

It's not that crazy a concept in all honesty.

Personaly I feel they would just be better trying to repair the Games workshop brand, and became more diverse. It seems they believe WH40k and WHFB will carry them foreword at this point.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/14 22:42:43


Post by: TheAuldGrump


 George Spiggott wrote:
Previously on Dakka...
Dammit! Where is GW Fulchester when you need it?!... ...I think you'll find that's Warhammer Fulchester now. ... ...Seriously, someone needs to get on that right now!!

https://www.facebook.com/pages/Warhammer-Fulchester/1483263008622232?skip_nax_wizard=true&ref_type=page_profile_button
And there was rejoicing through all the lands of the Twelve Kingdoms and Narnia.

The Auld Grump, but not Oz... there is no Joy in Ozville, mighty Kirby has struck out....


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/15 15:08:57


Post by: Phobos


 Azreal13 wrote:
 Phobos wrote:

As an aside, I laugh until my sides hurt when I see folks saying "oh the noes, if they change the name they won't get customers who wander in looking for xboxes!". Guys those people were never customers anyways. Yes on some rare occasions, they might buy something but to even slightly consider them in a business sense as a source of revenue is laughable. If a board member were to even contemplate it, it would display almost a criminal level of incompetence at running the company.


That sort of attitude won't get you very far in any sort of sales career.

The shop front exists entirely to entice people in off the street and get them in front of your salespeople, who, if they're any good, can then use that opportunity to generate a sale. We would frequently run offers which weren't very good, because they looked good on a poster and brought customers in - once a dialogue was entered into, one could explain that the offer wasn't great, and then offer them something which was better, and looked even better than that in comparison to what they initially enquired after.

To say "they were never customers anyway" demonstrates a very short sighted and negative attitude. Will a high percentage of those who came in looking for video games end up buying? Probably unlikely, I'd speculate at less than 5%, if that, if you're sales staff are half competent. Sales is just a numbers game at it's heart though, so if one person in twenty that wonders in off the street buys something then that ends up as a not insignificant amount of revenue across all sites each year.

By effectively heading these customers off at the pass, they're essentially flipping a coin (because they don't do customer research remember?) as to whether the more obvious Warhammer branding will increase awareness amongst those who know the IP but don't connect it with GW will generate more cash than those who wander in looking for something else but ultimately are persuaded to purchase currently do.

EDIT
Huh, so I DID have to explain it....


I am currently in sales, in fact I am one of the top salesmen in my store. For point of reference, I sell motor homes.

You are mixing together various sales concepts. A promotional sale meant to lure customers in is still aimed at people who are interested in or at least vaguely curious about your product. It has nothing to do with selling to people who wandered in by mistake. They are not customers, not yet anyways.

Can you convert some of these folks to customers? Of course. And I would imagine that it would be easier in some circumstances than others. Someone looking to buy an x box as a gift for their kid might be switched to a box of space marines, providing the sales staff did a good job, because there is a bit of overlap there. But you would be crazy to name the business in the hope of luring in people by mistake and then converting them. If we take that argument to its next level, why not name the store something like "food workshop"? After all, more people want food than toy soilders, so you will get lots more traffic, right? So why don't they do it?

In my line of work, every few days some person pulls into my lot looking to buy a car. I have no idea why. I greet them, explain what I sell here and try to convert them. I'm mostly unsuccessful with that because they weren't here to buy what I sell - they were never customers to begin with. Some guy who mistankenly stumbles in looking for a $25,000 car probably is not a legitimate prospect to buy a $300,000 motor home. Every once in a very rare while, they do buy something. But my family would starve to death waiting for the next one to come around and I sure as hell don't count on it.

Branding is a huge deal, but it has nothing to do with luring people into the store by mistake.



UK GW Stores re-branding? Two stores have changed name. @ 2014/10/15 17:03:30


Post by: RiTides


Selling someone a $40 box of plastic models, who was originally looking for a $30 board game or toy, is a bit different than your example, though- and much more likely to succeed.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/15 19:04:55


Post by: Azreal13


 RiTides wrote:
Selling someone a $40 box of plastic models, who was originally looking for a $30 board game or toy, is a bit different than your example, though- and much more likely to succeed.


Quite.

It's a flawed comparison between selling a considered purchase such as a car, house, motor home or similar and what, for many, is much closer to the spontaneous end. My experience is largely with an item that straddles the line somewhat (cell/mobile phones) and I would argue much closer to what would go on in a typical GW. There is a distinct line between disciplines, GW is almost FMCG when compared to "big stuff"." I have former colleagues that moved on into either real estate or vehicle sales and while there are certainly similarities, it is a whole different ball game in terms of technique employed.

Also, while I have no wish to get involved in a pissing contest, just to couch what I'm saying in some sort of context, I was one of (top 10-15) the most successful salespeople in the company, which itself was at one time (now defunct) the third largest of it's kind in the country. I went on to manage several stores so successfully that on several occasions I was tasked by senior management with taking over and turning around failing stores, which I also managed to do more often than not (hey, I wasn't a miracle worker!) So I have very relevant experience of running stores with a great deal in common with GW, as well as training staff to do essentially the same thing GW staffers do.

So while I'm not trying to say "you're wrong, I'm right" I would suggest, like RiTides, that selling someone an RV when they were looking for a shopping car doesn't really stand up to scrutiny as a comparable thing to selling someone a box of Space Marines when they came in looking for a copy of Call Of Duty.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/15 19:10:47


Post by: Formosa


im fine with it and it actually makes sense, were in the hobby and we know GW as GW, but EVERYONE else I know who isn't in the hobby knows it as "the warhammer shop, yeah?"

so to us its a rebrand, to everyone else its just what they thought it was called anyway. so im good with it.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/15 19:19:32


Post by: Kilkrazy


 notprop wrote:
But they would be the only company that can produce Warhammer models that look like the Warhammer range in a wargaming context.......so no change then really. Risk=0


It is a brand and one that they protect by trademarking individual elements. A Warhammer Shop won't change that either.


If I won 111 million in last night's lottery I would set up a chain of Warhammer stores selling stuff that wasn't wargame related and thereby confuse GW's customers and troll their head office.

Unless of course GW have trademarked the name Warhammer for every single retail sector it possibly could be applied to:

Warhammer fashion clothes
Warhammer tyre change services
Warhammer confectionery
Warhammer wedding services
Warhammer river cruises
Warhammer picnic baskets
Warhammer historical books
Warhammer computer games
Warhammer male cosmetics -- for the hardcore Goth!

Etc.



Automatically Appended Next Post:
 Azreal13 wrote:
"look like the Warhammer range" is a slippery concept and I'd defy anyone to nail that down sufficiently to be legally enforceable.


There has been a good start in the Chapter House case and it turns out a lot of the Warhammer range is pretty generic and copiable.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/15 20:26:02


Post by: notprop


Oh like the Virgin chain of random products, only less insidious.

Will you have Warhammer Nectar points?


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/16 09:27:02


Post by: Skinnereal


 notprop wrote:
Oh like the Virgin chain of random products, only less insidious.

Will you have Warhammer Nectar points?
Get a BruiseTM for every £1000 you spend.
Fill your card with BruisesTM to earn a free exclusive limited edition mini. (Just pay £20 for delivery to your local WarhammerTM store)


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/17 13:54:30


Post by: Herzlos


 Azreal13 wrote:
 RiTides wrote:
Selling someone a $40 box of plastic models, who was originally looking for a $30 board game or toy, is a bit different than your example, though- and much more likely to succeed.


Quite.

It's a flawed comparison between selling a considered purchase such as a car, house, motor home or similar and what, for many, is much closer to the spontaneous end. My experience is largely with an item that straddles the line somewhat (cell/mobile phones) and I would argue much closer to what would go on in a typical GW. There is a distinct line between disciplines, GW is almost FMCG when compared to "big stuff"." I have former colleagues that moved on into either real estate or vehicle sales and while there are certainly similarities, it is a whole different ball game in terms of technique employed.

Also, while I have no wish to get involved in a pissing contest, just to couch what I'm saying in some sort of context, I was one of (top 10-15) the most successful salespeople in the company, which itself was at one time (now defunct) the third largest of it's kind in the country. I went on to manage several stores so successfully that on several occasions I was tasked by senior management with taking over and turning around failing stores, which I also managed to do more often than not (hey, I wasn't a miracle worker!) So I have very relevant experience of running stores with a great deal in common with GW, as well as training staff to do essentially the same thing GW staffers do.

So while I'm not trying to say "you're wrong, I'm right" I would suggest, like RiTides, that selling someone an RV when they were looking for a shopping car doesn't really stand up to scrutiny as a comparable thing to selling someone a box of Space Marines when they came in looking for a copy of Call Of Duty.



You don't need to sell to everyone that comes in by mistake for it to be worth having them there. Just having them aware if what you do is a good thing. They might mention it to someone who goes in, or goes back to get a nephew a Christmas present or whatever. Companies spend a fortune getting people into the shops in the first place.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/17 14:14:23


Post by: LutherMax


I haven't read all six pages of this so this may have been said before but I'm in the branding / marketing business (sort of, I'm a graphic designer ) so this is of interest to me.

Warhammer has organically become a more recognisable brand name than Games Workshop. My mum would know what Warhammer means in conversation whereas she wouldn't necessarily know what Games Workshop means. Therefore if I wanted her to buy me some models for my birthday she would more easily find the shop if it were called Warhammer than if it were called Games Workshop.

Those of us within the hobby will find it either way, those without may more easily find it under the new name - ergo it makes sense and I think it's a good move. The stores that have been rebranded have probably been done so on a trial basis, so time will tell if it's been effective or not.

Games Workshop Limited will no doubt remain the name of the owning company.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/17 14:58:12


Post by: Bioptic


 Skinnereal wrote:
 notprop wrote:
Oh like the Virgin chain of random products, only less insidious.

Will you have Warhammer Nectar points?
Get a BruiseTM for every £1000 you spend.
Fill your card with BruisesTM to earn a free exclusive limited edition mini. (Just pay £20 for delivery to your local WarhammerTM store)


Surely you remember the SKULLZ promotion? Yes, SKULLZ. Get a shiny metal skull sticker for every £10 you spend, fill in a card, and get rewards at various levels. Certainly, the first few in the chain were keyrings and mini posters, but they eventually had re-issues of 'classic' metal models and an exclusive diorama! Not the worst idea in convincing you to spend now rather than later, especially if you're new to the hobby and loading up on things. But that was back when £10 bought you more than 50% of a plastic Librarian, of course...


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/17 16:36:57


Post by: alphaecho


Bioptic wrote:
 Skinnereal wrote:
 notprop wrote:
Oh like the Virgin chain of random products, only less insidious.

Will you have Warhammer Nectar points?
Get a BruiseTM for every £1000 you spend.
Fill your card with BruisesTM to earn a free exclusive limited edition mini. (Just pay £20 for delivery to your local WarhammerTM store)


Surely you remember the SKULLZ promotion? Yes, SKULLZ. Get a shiny metal skull sticker for every £10 you spend, fill in a card, and get rewards at various levels. Certainly, the first few in the chain were keyrings and mini posters, but they eventually had re-issues of 'classic' metal models and an exclusive diorama! Not the worst idea in convincing you to spend now rather than later, especially if you're new to the hobby and loading up on things. But that was back when £10 bought you more than 50% of a plastic Librarian, of course...


I know I like my Ultramarine Standard Bearer from the Skullz offer. Its not everyone's favourite model. I suspect it was a trial model for a new sculptor and possibly wasn't good enough for a retail release (very skinny power armour legs) but as something for, in effect nothing, I was happy.

Don't get me started on the £45 for one Service Stud BL offer






UK GW Stores re-branding? Two stores have changed name. @ 2014/10/17 19:32:23


Post by: weeble1000


 LutherMax wrote:
I haven't read all six pages of this so this may have been said before but I'm in the branding / marketing business (sort of, I'm a graphic designer ) so this is of interest to me.

Warhammer has organically become a more recognisable brand name than Games Workshop. My mum would know what Warhammer means in conversation whereas she wouldn't necessarily know what Games Workshop means. Therefore if I wanted her to buy me some models for my birthday she would more easily find the shop if it were called Warhammer than if it were called Games Workshop.

Those of us within the hobby will find it either way, those without may more easily find it under the new name - ergo it makes sense and I think it's a good move. The stores that have been rebranded have probably been done so on a trial basis, so time will tell if it's been effective or not.

Games Workshop Limited will no doubt remain the name of the owning company.


Warhammer is at risk of succumbing to genericide, and it is a mark that retains less flexibility in the long term.

It would be like Proctor and Gamble rebranding itself as Mr. Clean.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/17 20:38:47


Post by: LutherMax


The fact is Warhammer and Warhammer 40,000 are 'worlds' that they have created, and they have enough scope within them to do plenty more than just the two core games (e.g. Space Hulk, Dreadfleet etc). They also have Tolkien's world to play with.

I guess this move suggests they have no long term plans to move outside of these worlds; whether or not that will become restrictive in the future I'm not sure.


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/17 20:48:51


Post by: RiTides


All signs are (particularly the language from the last annual report, and Kirby's preamble) that they plan to no longer make products for anything but their own worlds (i.e. won't be pursuing the Tolkien world further after their Hobbit obligation is complete).


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/17 21:01:57


Post by: LutherMax


That makes sense, both LotR and the Hobbit minis / games were linked to the film releases, and when all the characters are done they're done. Plus with their own worlds there's no license fee to pay


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/17 21:07:26


Post by: lliu


I refer to it as my "Toy Store".


UK GW Stores re-branding? Two stores have changed name. @ 2014/10/17 23:18:31


Post by: Herzlos


weeble1000 wrote:
 LutherMax wrote:
I haven't read all six pages of this so this may have been said before but I'm in the branding / marketing business (sort of, I'm a graphic designer ) so this is of interest to me.

Warhammer has organically become a more recognisable brand name than Games Workshop. My mum would know what Warhammer means in conversation whereas she wouldn't necessarily know what Games Workshop means. Therefore if I wanted her to buy me some models for my birthday she would more easily find the shop if it were called Warhammer than if it were called Games Workshop.

Those of us within the hobby will find it either way, those without may more easily find it under the new name - ergo it makes sense and I think it's a good move. The stores that have been rebranded have probably been done so on a trial basis, so time will tell if it's been effective or not.

Games Workshop Limited will no doubt remain the name of the owning company.


Warhammer is at risk of succumbing to genericide, and it is a mark that retains less flexibility in the long term.

It would be like Proctor and Gamble rebranding itself as Mr. Clean.




This is a big thing. Many people refer to all tabletop games as war hammers, so it's going to be a hard mark to defend.