Re-Branding - Branding Strategy Insider

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.