Internal Alignment The Biggest Challenge to Rebranding

The biggest challenges to successful rebranding are all internal: engaging your leadership and employees and providing clear direction on how to fulfill the new brand promise to customers. Change management is critical. Findings from our recent rebranding survey...

Why rebrand? Growth!

Why do organizations rebrand? To create opportunity for growth. And it's usually because their current brand is no longer relevant. Results from our recent rebranding survey...

WTF Rebranding

The World Taekwondo Federation announced Friday it was rebranding itself as World Taekwondo because it is too pure for this dirty world. Organizations #rebrand for a number of reasons. Avoiding the acronym of their name - WTF - being a derogatory expression is not a common one but an example of the world changing around them! We've never been fans of using acronyms of your name anyway, they are soulless and don't express anything about your brand promise. Read the story on BuzzFeed.

10 Key Measures For Your Rebranding Initiative

How do you measure the success of the rebranding of a company or organization? What measurable outcomes do you design into the rebranding effort from the start? Working with clients to rebrand their organizations we’ve found it important to both evaluate the outputs of the initiative (how strong and effective are the new brand elements) and the outcome as well (are we increasing sales). These 10 measures can be used as a scoreboard to assign a report card like letter grade and shared with management to support and reinforce the effectiveness of the rebranding initiative. Initiative Output Is the new brand essence discernable, ownable, differentiating, deliverable and does it provide opportun

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