One morning, I noticed something curious in my city. Within just a few hours, I saw three different versions of the same brand: the REMAX logo from 2005 on a moving truck, their 2017 logo on a for-sale sign, and the latest 2025 version on a bus shelter ad. Three identities, one brand—coexisting in plain sight. I call this “brand residue”: the traces left behind each time a brand changes its skin. While designers are...
Ok. I’m going to hold my hands up and admit something. Until about a week ago, I had no idea who or what Cracker Barrel was. Now, I know that may come as some surprise to my friends over in America, but the Cracker Barrel brand really wasn’t a thing over here in the UK. It turns out, it was quite a well-known and well-loved brand over there in America. I say well-loved, but it...
Rebranding is one of the most misused terms I have heard in my career. Agencies often use the term in their sales pitch to convince potential clients to hire them. The pitch promises a significant improvement in bottom line performance. But, more often than not, these exercises end up being little more than creating a new logo or a set of branding guidelines. They fall way short of the client’s expectation of revitalized business growth....
Last year, many of our Branding Strategy Insider authors offered their perspectives on one of the most difficult brand strategies to pull off successfully: The rebrand.
Sooner or later the time comes when brand change is necessary.
