If Rebranding’s the Answer, What was the Question?
Kellblog
AUGUST 31, 2019
From time to time, every CMO faces a key question: to brand or not to rebrand? Often, it’s right after joining a company and you want to make a big splash. Sometimes, it’s after you’ve been with a company for a while and you and some told-timers are bored with the current branding and want something new. My general advice to those considering rebranding is “don’t do it” because I think it’s a siren’s call for several reasons: Branding projects are usually big and expensive.
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