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2014/10/10 13:17:04
Subject: UK GW Stores re-branding? Two stores have changed name.
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:
This message was edited 2 times. Last update was at 2014/10/10 13:26:24
"Dig in and wait for Winter"
2014/10/10 13:26:27
Subject: UK GW Stores re-branding? Two stores have changed name.
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.
This message was edited 2 times. Last update was at 2014/10/10 13:31:07
Oli: Can I be an orc?
Everyone: No.
Oli: But it fits through the doors, Look!
2014/10/10 13:28:06
Subject: UK GW Stores re-branding? Two stores have changed name.
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.
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...
This message was edited 1 time. Last update was at 2014/10/10 14:35:48
2014/10/10 14:39:07
Subject: UK GW Stores re-branding? Two stores have changed name.
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.
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2014/10/10 14:39:55
Subject: UK GW Stores re-branding? Two stores have changed name.
Expect to see "hobby centres" referred to as "miniatures boutiques" in 3....2...1....
We find comfort among those who agree with us - growth among those who don't. - Frank Howard Clark
The wise man doubts often, and changes his mind; the fool is obstinate, and doubts not; he knows all things but his own ignorance.
The correct statement of individual rights is that everyone has the right to an opinion, but crucially, that opinion can be roundly ignored and even made fun of, particularly if it is demonstrably nonsense!” Professor Brian Cox
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.
This message was edited 6 times. Last update was at 2014/10/10 14:47:32
Kirasu: Have we fallen so far that we are excited that GW is giving us the opportunity to spend 58$ for JUST the rules? Surprised it's not "Dataslate: Assault Phase"
AlexHolker: "The power loader is a forklift. The public doesn't complain about a forklift not having frontal armour protecting the crew compartment because the only enemy it is designed to face is the OHSA violation."
AlexHolker: "Allow me to put it this way: Paramount is Skynet, reboots are termination attempts, and your childhood is John Connor."
2014/10/10 14:52:06
Subject: UK GW Stores re-branding? Two stores have changed name.
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.
2014/10/10 14:59:29
Subject: UK GW Stores re-branding? Two stores have changed name.
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.
"Dig in and wait for Winter"
2014/10/10 15:08:50
Subject: UK GW Stores re-branding? Two stores have changed name.
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!
This message was edited 4 times. Last update was at 2014/10/10 15:45:59
Oli: Can I be an orc?
Everyone: No.
Oli: But it fits through the doors, Look!
2014/10/10 15:33:47
Subject: Re:UK GW Stores re-branding? Two stores have changed name.
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."
This message was edited 1 time. Last update was at 2014/10/10 15:34:47
2014/10/10 15:43:24
Subject: Re:UK GW Stores re-branding? Two stores have changed name.
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?
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2014/10/10 15:50:42
Subject: Re:UK GW Stores re-branding? Two stores have changed name.
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!!
This message was edited 1 time. Last update was at 2014/10/10 15:51:51
2014/10/10 15:51:24
Subject: Re:UK GW Stores re-branding? Two stores have changed name.
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 ...
Edit: I just googled ablutions and apparently it does not including dropping a duece. I should have looked it up early sorry for any confusion. - Baldsmug
Psiensis on the "good old days":
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... I invented the 6th Ed meta back in 3rd ed.
Wait, what were we talking about again? Did I ever tell you about the time I gave you five bees for a quarter? That's what you'd say in those days, "give me five bees for a quarter", is what you'd say in those days. And you'd go down to the D&D shop, with an onion in your belt, 'cause that was the style of the time. So there I was in the D&D shop..."
2014/10/10 16:16:41
Subject: UK GW Stores re-branding? Two stores have changed name.
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.
This message was edited 2 times. Last update was at 2014/10/10 16:19:33
“Good people are quick to help others in need, without hesitation or requiring proof the need is genuine. The wicked will believe they are fighting for good, but when others are in need they’ll be reluctant to help, withholding compassion until they see proof of that need. And yet Evil is quick to condemn, vilify and attack. For Evil, proof isn’t needed to bring harm, only hatred and a belief in the cause.”
2014/10/10 16:19:35
Subject: Re:UK GW Stores re-branding? Two stores have changed name.
I'm not a sign-ologist, so how expensive is a new sign?
If you haggle, you can certainly knock them up to £4m.
“Good people are quick to help others in need, without hesitation or requiring proof the need is genuine. The wicked will believe they are fighting for good, but when others are in need they’ll be reluctant to help, withholding compassion until they see proof of that need. And yet Evil is quick to condemn, vilify and attack. For Evil, proof isn’t needed to bring harm, only hatred and a belief in the cause.”
2014/10/10 16:29:27
Subject: Re:UK GW Stores re-branding? Two stores have changed name.
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.
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.
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*
We find comfort among those who agree with us - growth among those who don't. - Frank Howard Clark
The wise man doubts often, and changes his mind; the fool is obstinate, and doubts not; he knows all things but his own ignorance.
The correct statement of individual rights is that everyone has the right to an opinion, but crucially, that opinion can be roundly ignored and even made fun of, particularly if it is demonstrably nonsense!” Professor Brian Cox
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...
This message was edited 1 time. Last update was at 2014/10/10 16:57:14
2014/10/10 16:55:58
Subject: UK GW Stores re-branding? Two stores have changed name.
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.
Agies Grimm:The "Learn to play, bro" mentality is mostly just a way for someone to try to shame you by implying that their metaphorical nerd-wiener is bigger than yours. Which, ironically, I think nerds do even more vehemently than jocks.
Everything is made up and the points don't matter. 40K or Who's Line is it Anyway?
Auticus wrote: Or in summation: its ok to exploit shoddy points because those are rules and gamers exist to find rules loopholes (they are still "legal"), but if the same force can be composed without structure, it emotionally feels "wrong".
2014/10/10 17:00:32
Subject: UK GW Stores re-branding? Two stores have changed name.
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.
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