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Refresh, for the identity tends to get stale with time You have been going along steady with your logo, positioning, and tagline. Fair winds in t… Read More
Refresh, for the identity tends to get stale with time You have been going along steady with your logo, positioning, and tagline. Fair winds in the sails have kept you on an even keel and you may be proud of the heritage your brand enjoys. But, it is not to be forgotten that we live in a transient world. Times change. Markets evolve. Customer attitudes and perceptions tend to vary. There are mergers, acquisitions, expansions, spin-offs and the basic need to influence new target groups. All these factors make a case for brand refreshment or a fresh visual identity. On the flip side, brand refreshing runs the risk of confusing and even losing a slice of customer base. Now there lies the challenge. There should be no rushing about it. The rebranding process should involve least risk and offer maximum leverage of the changes. The rebranding could be partial or total depending on the situation. A good advertising agency should first analyse the situation objectively and then pinpoint elements that are getting dated – they could be the logo style, font, colours, layout or the positioning statement. Depending on case to case, rebranding could be a simple or a complex affair. But the reincarnated brand should speak powerfully and effectively across various media. It should be able to represent and then project the new value system or ethos of the company. It should be adaptable and carry a feel in tune with the times. It should be able to properly integrate brand promise with brand personality. So how about a reality check to know whether it is time for a refreshing break! Read Less
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