The potential is so promising: a striking new name, a more relevant promise to customers, the greater ability to enter new markets. All these outcomes can be achieved with the rebranding of an outdated or past-its-prime image.
Rebranding should be viewed as a strategic growth driver. It’s the ability to reposition your business or organization to better capture new growth, attract better talent or more easily globalize is an investment in your future. We’re seeing an unprecedented number of companies, destinations and even sports teams embarking on efforts to gain this differentiated edge. But regretfully not enough rebranding efforts stick or are successful. Our experience suggests these are the three biggest blunders company’s make and that you can avoid with proper planning:
