Recently, there have been debates on why companies should rebrand. More often than not, the ‘one million dollar’ question is when and why rebrand a product or service. More often than not, our dataset and case studies in the last decade show that successful rebranding is often backed by strategy, innovation, and an actual need to rejuvenate a brand.
On the strategy angle, most brand owners tend to believe that a rebranding exercise is similar to changing logos and colors. However, some of the most successful rebranding projects within and outside our network are often backed by well-planned actions aimed to drive differentiation, reconnect with the core target, or even refocus on a new target. The logos and colors are mere expressions of the strategy and not the other way around.
Innovation is also a major tool to push a successful rebranding program. Instead of promising what a brand will do, rebranding can be very useful in demonstrating new, improved, and exclusive features/benefits. At the end of the day, a successful rebranding program should bring a new lease of life to a brand, and that is why a plan to rebrand that does not evoke a breath of fresh air from the target audience should be given a second thought.
In the last 10 years, we have spearheaded some of the most iconic and successful rebranding programs. Talk to us today via: info@sbimediaglobal.com.