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FIVE REBRANDINGMYTHSBUSTING
REBRANDING IS AMARKETING STRATEGY!
MYTH #1
REBRANDING ISAN ENTERPRISE WIDE, ORGANIZATIONAL GROWTH ACCELERATION STRATEGY.
REBRANDING IS EASY!MYTH #2
REBRANDINGDEMANDS TIME, RESOURCES, TALENT AND CHANGE.
• TAKES 12-18 MONTHS• REQUIRES SIGNIFICANT INVESTMENT • FACES INTERNAL CHALLENGES FROM LACK OF LEADERSHIP SUPPORT, NO ALIGNMENT AND RESISTANCE.
THE AVERAGE REBRANDING:
REBRANDING ISJUST A NEW LOGO
MYTH #3
A NEW LOGO IS JUST A BRAND REFRESH. REBRANDING IS A COMPREHENSIVE CHANGE: NEW BRAND ESSENCE AND CUSTOMER PROMISE, NEW NAME, NEW GRAPHIC IDENTIFY AND NEW ON-BRAND BEHAVIORS.
NEW BRAND NAMES ARE EASY TO DETERMINE!
MYTH #4
NEW BRAND NAMES NEED TO COMMUNICATE A PURPOSE, A CALLING AND DIFFERENTIATING POINT OF VIEW. AND BE TRADEMARKABLE!
REBRANDING TAKES EFFECTIMMEDIATELY
MYTH #5
PEOPLE AREN’T EASY TO CHANGE. ANTICIPATE PROMOTING THE TRANSITION FOR A FULL YEAR TO INSTILL YOUR NEW BRAND.
INFLUENCING YOUR STAKEHOLDERS TO UTILIZE A NEW BRAND NAME TAKES TIME AND PATIENCE.
PLAN EXPERTLY. ACHIEVE REBRANDING
SUCCESS.
IGNORE THE MYTHS.
