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It’s often human nature to resist change because persisting with the comfortingly familiar feels ‘safer’. Sadly the marketplace is littered with case studies and examples of once very successful brands now gone forever, often because their leaders didn’t implement the critical changes needed, together with a brand refresh, that were essential to ensuring a successful […]
Since 1903, the Pepsi-Cola (and later Pepsi) logo has seen many changes and facelifts in the form of rebranding and revitalisations. Through the last 100-plus years, the logo has evolved from what we might consider today an old-fashioned typeface through many fresh new looks. But while it’s interesting to follow the evolution of […]
Successful branding requires consistent communications both on and offline. The question is, is your digital brand identity consistent and congruent with what your brand stands for? Does your brand strategy fully integrate your digital brand identity? Does it congruently express what you stand for? Is it well thought out and compelling? Does your digital brand identity […]
A Rebranding Strategy Guide for Brand Owners and Managers The business world is in a constant state of flux. Markets change, new trends emerge, disruptive competitors alter longstanding rules, and customer preferences evolve — all of which impacts your brand. Consequently brands are constantly evolving to ensure future growth and relevance. Even the longest standing and […]
Rebranding is a relatively broad term, as it encompasses both large and small-scale changes to an existing brand, which aim to resurrect a failing brand, reposition the brand and allow the company to reach out to a new target market, or simply help the brand keep up with the times. While some brands adopt […]
Are you curious which Persona Branding and Design articles have been the most popular over the past year? We’re always interested to see which of our posts resonate most with you, our reader. Even though we do lots of research and planning, there are no guarantees which topics will trigger the most interest. […]
Although there’s a lot of talk about millennials and their desire to engage in consumerism, it’s important not to overlook the baby boomer generation, born from the end of World War 2 up to the early 1960s (roughly between 1946-1964). After all, Baby Boomers hold 70 percent of all disposable income in the United States. […]
Repositioning or revitalizing your brand can be a powerful way to gain new market share and boost your profits. One of the most effective rebranding strategies is premium brand repositioning or premiumisation, which is about establishing higher perceived quality or specialness in order to achieve increased profitability by enabling you to charge more for your […]
Brands fizzle out all the time. From historic flops like the Ford Edsel to problematic launches from established brands, such as Crystal Pepsi and the disastrous introduction of Apple Maps, brand disintegration can hit any company for any number of reasons. But some brands are agile enough to adapt, adjust their strategies, learn from their mistakes, […]
One of the world’s biggest brands – Coca Cola – has done it eleven times, albeit in a largely evolutionary manner, since selling their first sugar-laden fizzy drink in its now-iconic bottle. Thousands of other very successful well knows brands have also done it over the decades. It’s a critical and strategic part of all […]
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