Wednesday, November 01, 2006

Rebranding

In Why Rebranding Often Fails, Galen De Young notes how challenging it can be to change your brand. He enumerates five reasons for rebranding failure:
  • Lack of true change.
  • Making too big a leap.
  • Lack of Internal alignment.
  • Failure of the CEO to champion rebranding
  • Failure to clarify positioning
Rebranding is usually a bad idea unless your existing brand is too muddled or broad. You're usually better off renarrowing your brand or creating a new brand instead of changing an old one.

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