Rebranding is one of the most difficult brand strategies to pull off successfully. Many try, many fail. To help marketers better understand when a rebrand is prudent, we asked the Branding Strategy Insider team to share their views.
Every brand must change, but the extent of the change, and the size of the calls that accompany those shifts, are very different. So when should you refresh what you have to bring it up to date, and when should you “kill” the brand and start again? Refresh a brand that is fundamentally robust and that has strong engagement and loyalty with customers. A refresh is about more than just the tweaks required to keep a brand current. (Those are brand updates and are now business-as-usual.) A brand refresh can in fact be a ceiling-to-floor rethink of how the brand not only looks but also how it delivers, speaks and operates. In essence though, the brand’s DNA remains intact. The brand retains its core market position and values, but opens the door to change other aspects of the business as required.
Every company that rebrands does so with high hopes.
Plenty of brands try to re-set the market’s understanding of their brand and are well and truly spanked for doing so.
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Karen, a VP of Marketing in Washington, D.C. who writes…
