Pain Points That Signal A Rebrand Is Needed
Identifying clear pain points that recurrently afflict your brand can serve as a clarion call for change. That change may include a simple refresh (a makeover of your brand visual identity possibly including a new logo), a repositioning (presenting its key differentiators to a new audience or in a different approach) or a comprehensive rebrand (which signals a strategic pivot of the business and encompasses a renewed look, repositioning, a revamped customer commitment, and a new name all together).? Read our latest story on Forbes.com?
Rebranding a Merger or Acquisition
There were an estimated 21,000 mergers or acquisitions in the U.S. in 2022. 21,000 business leaders needing to determine their brand strategy and which new corporate flag to fly. Mergers and acquisitions account for approximately half of all rebranding initiatives carried out across the nation each year, and for good reason. When two companies merge, regardless of whether they had well-established and distinct brands previously, critical decisions must be made. Determining which brand to retain or whether to create an entirely new brand is a pivotal choice.
In our continuing series of reasons to rebrand, we take a look at those times when you need to fly a new corporate flag in a merger or acquisition.
Read Other Stories in This Series:
Three recent rebranding announcements illustrate examples of why companies rebrand:
Change Misconceptions: India (considering a rebrand to Bharat) follows in the path of Türkiye (formally Turkey), with a political leader attempting to rebrand a country to their desired image.??
Changing Strategic Vision: Latch.com’s CEO rebrands the organization to Door.com as the legacy brand didn’t enable its strategic growth plan.
Dodging Negative Associations: A chapter of the Audubon bird conservation network rebranding to distance itself from namesake John James Audubon -- a known slaveholder and anti-abolitionist.
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Our research found that almost all companies which rebranded included a new visual identity, including a logo, new look and feel to their brand communications. But rebranding is more than just changing your logo.?
Jim Heininger joined Drew Dinkelacker on his Marketing Accelerator podcast to talk about three ways to approach rebranding. Read the podcast transcript.
Download our agency Fact Sheet here.?
Book a rebranding discussion with us here.?
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Founder at Syndicate Insurance Network
1 年Great overview. Worth the read.