There are many reasons companies rebrand, growth should always be the primary motivation. There are many red flags that should indicate that you need to consider a rebranding, perhaps even undertake a rebranding business case to determine the need. Branding is about differentiating, rebranding is about standing up an entirely new brand, one that will be more successful as conveying those key differentiators. Look for these obvious signals that your brand isn’t working as hard

The November issue of Rebranding News is here. Read the full e-newsletter here. Pack Your Rebranded Name With Meaning We had the pleasure of recently launching Contexture, a rebrand from Ver-Tex Construction. This provider of window shades and acoustic panels for commercial buildings was ready to deliver a new customer promise of Optimizing Building Environments and needed a name that conveyed this broader context of what creates occupant comfort and building efficiency. Whil

Rebranding requires more than names, logos, websites and marketing materials. It can be an emotionally demanding process that requires many resilient attributes. Take a look at what rebranding requires.

Americans are obsessed with quick transformations. We love “before and after” comparisons. We watch a season of the “The Biggest Loser” to see who sheds the most unwanted pounds each week. We cheered when the popular “Extreme Makeover” TV show renovated an entire home seemingly overnight for a needy family. We tune in for the Today Show’s weekly “Ambush Makeover” which remains one of the program’s most popular segments. We love our makeovers, especially when executed quickly,

Rebranding is a major undertaking for an organization, but one that can deliver an ROI that far surpasses the investment in resources and time. Rebranding is the process of transforming a company’s positioning to ignite growth. It usually includes a strategic update to your name, your customer promise and experience, your culture, all messaging, visual identity and go-to-market approach. A successful rebranding can deliver enterprise-wide benefits, aligning all employees behi

Jim Heininger's latest story "What's In a Rebranded Name? Hopefully Everything" originally appeared in Forbes: https://bit.ly/3UDhKS9 Other Relevant Stories: Please, Oh Please, No Acronyms When Rebranding — Pack That New Name With Meaning “Words have meaning and names have power,” states the anonymous quote. Never is that truer than in rebranding your business. Naming is perhaps the hardest part of any rebranding exercise, but also the most exciting. Your new brand name carri