Even the best brands (if they hope to stay the best brands) need to constantly re-evaluate their relevance in light of that one constant in business life, change. Perhaps it’s a change of leadership, a merger or acquisition, unexpected disruption in your category, or shifting customer needs and behaviors—whatever the reason, staying relevant will likely require periodic rebranding.
I addressed this recently in an article for Brand Quarterly, following which it was suggested to me that, in addition to my foundational “dos and don’ts”, it would be helpful for brand stewards to have a checklist to determine whether or not they are ready to rebrand the right way.
Once you’ve determined that the business need dictates a rebranding—but before you start the process—carefully consider this list, which provides a reality check of corporate commitment. If you are not able to affirmatively mark each box, your organization may not yet be fully prepared to effectively execute a rebrand.
Did you check them all? Then it’s time to get going—your work has just begun.
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