Opinion

There’s no such thing as a ‘rebrand’

A large part of a brand is the meaning which is shared between people and business.

So a new visual identity or strategic proposition is not a ‘rebrand’.¬†Using ‘rebrand’ to describe a new identity or approach perpetuates the idea that the brand is simply the appearance or the one-way message from business to people. Which it isn’t.

You can’t Rebrand.

You can
Redefine your brand
Refocus your brand
Repurpose your brand
Refresh your brand
Revive your brand
Reinvigorate your brand

You can’t Rebrand.

 

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Accepting impermanence in brand development

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