busting five rebranding myths

FIVE REBRANDINGMYTHSBUSTING

REBRANDING IS AMARKETING STRATEGY!

MYTH #1

REBRANDING ISAN ENTERPRISE WIDE, ORGANIZATIONAL GROWTH ACCELERATION STRATEGY.

REBRANDING IS EASY!MYTH #2

REBRANDINGDEMANDS TIME, RESOURCES, TALENT AND CHANGE.

• TAKES 12-18 MONTHS• REQUIRES SIGNIFICANT INVESTMENT • FACES INTERNAL CHALLENGES FROM LACK OF LEADERSHIP SUPPORT, NO ALIGNMENT AND RESISTANCE.

THE AVERAGE REBRANDING:

REBRANDING ISJUST A NEW LOGO

MYTH #3

A NEW LOGO IS JUST A BRAND REFRESH. REBRANDING IS A COMPREHENSIVE CHANGE: NEW BRAND ESSENCE AND CUSTOMER PROMISE, NEW NAME, NEW GRAPHIC IDENTIFY AND NEW ON-BRAND BEHAVIORS.

NEW BRAND NAMES ARE EASY TO DETERMINE!

MYTH #4

NEW BRAND NAMES NEED TO COMMUNICATE A PURPOSE, A CALLING AND DIFFERENTIATING POINT OF VIEW. AND BE TRADEMARKABLE!

REBRANDING TAKES EFFECTIMMEDIATELY

MYTH #5

PEOPLE AREN’T EASY TO CHANGE. ANTICIPATE PROMOTING THE TRANSITION FOR A FULL YEAR TO INSTILL YOUR NEW BRAND.

INFLUENCING YOUR STAKEHOLDERS TO UTILIZE A NEW BRAND NAME TAKES TIME AND PATIENCE.

PLAN EXPERTLY. ACHIEVE REBRANDING

SUCCESS.

IGNORE THE MYTHS.

Jim Heiningerjim.heininger@dixon-james.com

www.rebrandingxperts.com