To overcome internal resistance to brand messaging changes, empathize with the team's concerns and clearly communicate the 'why' behind the changes. Involve the team in the process, highlight success stories, and offer support and training. Be patient, celebrate small wins, and lead by example to foster a positive and receptive environment for change.

It all starts with communicating the 'why' of the messaging. Changing brand messaging will have little effect if it is not communicated effectively internally. Explaining how the brand messaging is aligned with the vision and the strategic direction of the organization is important. Internal stakeholders are the first brand ambassadors. Hence getting them to understand the 'purpose' and the the 'why' is critical. Also evaluate pushback...understanding where its coming from is also worth considering.

To overcome internal resistance to brand messaging changes, I would start by actively listening to concerns and understanding the reasons behind the pushback. Then, I’d present a clear rationale for the changes, supported by market research, audience insights, and projected outcomes. Collaborating with stakeholders, I’d incorporate their feedback where feasible and emphasize how the new messaging aligns with the brand’s long-term vision. By fostering open communication, addressing fears, and demonstrating the value of the changes, I’d build consensus and drive buy-in effectively.

A very difficult matter. Nowadays it often happens that a brand message is changed when it is not actually needed. I have often seen marketing executives do this to gain standing within the organization or for personal reasons. So when making a change to the brand message, it is important that it is justified, fact-based or fulfills a clear goal and future vision. Unfortunately, it is still the case that even large companies make many mistakes and strong personal opinions are held, as well as corporate policy decisions being made. It takes courage, but above all courage to go other ways and adapt to the target group and its needs. And a great deal of creativity, specialist knowledge and visionary ideas.

Let's tackle that internal pushback head-on! First, understand the root of the resistance. Are they concerned about the message itself, the impact on current campaigns, or simply change in general? Next, open a dialogue. Instead of forcing the change, involve your team in the process. Hosting workshops or one-on-one meetings to explain the "why" behind the new messaging. Highlight the benefits for both the company and the individual team members. Address their concerns directly. If they have specific worries, work together to find solutions. Finally, show the value. Use data or case studies to demonstrate how similar messaging changes have positively impacted other brands. Visual aids can be powerful tools to drive home your point.