Topics

rebranding

Making the Case for a Rebrand

January 10, 2019 —

Making the Case for a Rebrand

Rebrands are for Firebrands Not everything in the branding world is relatable. For the average person, chatting about go-to-market strategies or employer brands isn’t exactly scintillating dinner party conversation. But there is one thing that ignites fiery debate and criticism, even from those without any skin in the game, and that is the curious case of the rebrand. I’ve had multiple conversations with people who, though they have never expressed an interest in any other aspect of branding before, suddenly discuss the latest logo change, mission rewrite, or app redesign with a passion...
Read more >
When Is the Best Time to Revisit Your Brand Strategy?

August 15, 2016 —

When Is the Best Time to Revisit Your Brand Strategy?

There are many triggers for evaluating when is the right time to revisit your brand strategy reevaluation. These can include: When there’s a shift in corporate strategy When it’s been a long time since you’ve evaluated your brand When you’re in the midst of a growth spurt When “what you’ve got won’t get you there” Brand strategy can and usually does address many business problems that result when brand strategy is left “for later”. The brand becomes irrelevant and static, and this has a negative impact on the organization: Corporate...
Read more >
Purpose-led Brands and the Role of the CEO

May 6, 2016 —

Purpose-led Brands and the Role of the CEO

Purpose-led leaders lead thriving businesses. If you are a marketer faced with the task of re-branding or leading a brand strategy for your business, think about the person most influential to its success. Wondering who is essential to be part of the team? Ask yourself: Who has the greatest insight into where your business needs to go? Who can make sure that the company’s brand strategy embodies, and brings to life, this vision? Who sees how the people, processes and policies of the business need to evolve to address future issues and opportunities? Who is the best person to lead the...
Read more >