Rebranding: evolution not revolution
22 July 2010
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How to change a brand without destroying the business
When rebranding goes wrong, it can go horribly wrong - as several high-profile names testify.
But the success stories show, that getting it right is more a matter of gradual evolution - barely noticed - than sudden change that confuses and alienates the brand's customers and the world at large. And as Matt Morley-Brown points out, consistency across all media is crucial.
Tagged under: Opinion,Matt Morley Brown,Making money,Rebranding