Often, company executives get caught up in their own brands, failing to recognize when the brand is becoming stagnant and stale in the eyes of its target market. A brand can quickly begin to look like a weathered piece of clothing or an old car from another era, when its brand essence falls out of step with the expectations of its customers. This effect is more pronounced to potential consumers who never had exposure to the brand in it’s heyday.
Such a point in a brand’s life-cycle brings rise to the need for brand rejuvenation, re-branding or refreshing. This is essentially a strategic undertaking that requires research, planning and project management to achieve the best results.
Mess up this process, and you could fall into brand abyss, loosing all brand equity built over time.
Consumers today want to see brands refresh and reinvent themselves to remain interesting and relevant. The attention span of the modern consumer has become shorter and shorter, hence, new ideas and renewal have become a common expectation in the market place, if one is to retain attention, recall and share of mind
By Rutendo Matinyarare
Read more on rebranding on http://blog.utalkmarketing.com/pr/rebrands-how-to-get-it-right/