How to rebrand: 19 Questions to Ask Before You Start

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http://www.risingabovethenoise.com Brand identity specialist, Fast Company blogger and package designer David Brier has been called “One of the best branding minds and talents in business …

http://www.risingabovethenoise.com Brand identity specialist, Fast Company blogger and package designer David Brier has been called “One of the best branding minds and talents in business today…”

Fast Company, The New York Times, Adweek, INC. Magazine, Fortune Small Business, Food and Wine, Cool Hunting, Communication Arts, The Dieline and Better Homes and Gardens have each featured DBD’s work and results online, in magazines and books.

In this presentation, David Brier unveils some of the key questions every company must ask, specific to rebrands but equally valid to startups and new spin-offs of existing companies.

Use this as a tool.

And subscribe to David's blog at http:/www.risingabovethenoise.com

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  • 1. HOW TO REBRAND:19 QUESTIONS TO ASKBEFORE YOU START by David Brier, DBD International www.RisingAboveTheNoise.com
  • 2. “The greatest enemy of knowledge is not ignorance but the illusion of knowledge.” Stephen Hawking
  • 3. Sooner or later, you’ll face a rebrand.
  • 4. Maybe your customers’needs changed.
  • 5. Or themarketplace has gone through a shift.
  • 6. Or yourdemographic isbeing replaced by a youngerdifferent type of customer.
  • 7. Fact is: the worldchanges.
  • 8. With today’s technology,those changes are faster than ever.
  • 9. To stay relevant, sometimes the correct strategy is a rebrand.
  • 10. But before you do, there are 19 QUESTIONS your company must ask. Read the fullFollow David Brier on Twitter original post here:
  • 11. Why thesequestions?
  • 12. Why these questions?Because over the past 3 years, more giant corporationshave done more rebrands that have been badly executed,incorrectly conceived, or hastily done resulting either in:
  • 13. Why these questions?Because over the past 3 years, more giant corporationshave done more rebrands that have been badly executed,incorrectly conceived, or hastily done resulting either in:1. No effective change,
  • 14. Why these questions?Because over the past 3 years, more giant corporationshave done more rebrands that have been badly executed,incorrectly conceived, or hastily done resulting either in:1. No effective change,2. No change in customer perception, or worse,
  • 15. Why these questions?Because over the past 3 years, more giant corporationshave done more rebrands that have been badly executed,incorrectly conceived, or hastily done resulting either in:1. No effective change,2. No change in customer perception, or worse,3. A weakened brand with lost sales, smaller marketshareor reduced consumer confidence in what role your brandserves in their lives.
  • 16. Why these questions?Because over the past 3 years, more giant corporationshave done more rebrands that have been badly executed,incorrectly conceived, or hastily done resulting either in:1. No effective change,2. No change in customer perception, or worse,3. A weakened brand with lost sales, smaller marketshareor reduced consumer confidence in what role your brandserves in their lives.Something you can avoid, by asking these questions first.
  • 17. HOW TO REBRAND:19 QUESTIONSSTARTBEFORE YOU TO ASK #1 Why are we doing a rebrand? Read the fullFollow David Brier on Twitter original post here:
  • 18. HOW TO REBRAND:19 QUESTIONSSTARTBEFORE YOU TO ASK #2 What problem are we attempting to solve? Read the fullFollow David Brier on Twitter original post here:
  • 19. HOW TO REBRAND:19 QUESTIONSSTARTBEFORE YOU TO ASK #3 Has there been a change in the competitive landscape that is impacting our growth potential? Read the fullFollow David Brier on Twitter original post here:
  • 20. HOW TO REBRAND:19 QUESTIONSSTARTBEFORE YOU TO ASK #4 Has our customer profile changed? Read the fullFollow David Brier on Twitter original post here:
  • 21. HOW TO REBRAND:19 QUESTIONSSTARTBEFORE YOU TO ASK #5 Are we pigeonholed as something that we (and our customers) have outgrown? Read the fullFollow David Brier on Twitter original post here:
  • 22. HOW TO REBRAND:19 QUESTIONSSTARTBEFORE YOU TO ASK #6 Does our brand tell the wrong (or outdated) story? Read the fullFollow David Brier on Twitter original post here:
  • 23. HOW TO REBRAND:19 QUESTIONSSTARTBEFORE YOU TO ASK #7 What do we want to convey? To whom? Read the fullFollow David Brier on Twitter original post here:
  • 24. HOW TO REBRAND:19 QUESTIONSSTARTBEFORE YOU TO ASK #8 Why should anyone care about our brand? Read the fullFollow David Brier on Twitter original post here:
  • 25. HOW TO REBRAND:19 QUESTIONSSTARTBEFORE YOU TO ASK #9 Have we isolated exactly who should care about our brand? Read the fullFollow David Brier on Twitter original post here:
  • 26. HOW TO REBRAND:19 QUESTIONSSTARTBEFORE YOU TO ASK #10 Have their needs, or the way they define them, changed? Read the fullFollow David Brier on Twitter original post here:
  • 27. HOW TO REBRAND:19 QUESTIONSSTARTBEFORE YOU TO ASK #11 Are we asking our customer to care more about our brand — and what it means — than we do? Read the fullFollow David Brier on Twitter original post here:
  • 28. HOW TO REBRAND:19 QUESTIONSSTARTBEFORE YOU TO ASK #12 Is our brand associated with something that is no longer meaningful? Read the fullFollow David Brier on Twitter original post here:
  • 29. HOW TO REBRAND:19 QUESTIONSSTARTBEFORE YOU TO ASK #13 Is our brand out of step with the current needs and desires of our customers? Read the fullFollow David Brier on Twitter original post here:
  • 30. HOW TO REBRAND:19 QUESTIONSSTARTBEFORE YOU TO ASK #14 Are we leading with our brand direction? Read the fullFollow David Brier on Twitter original post here:
  • 31. HOW TO REBRAND:19 QUESTIONSSTARTBEFORE YOU TO ASK #15 Are we following with our brand direction? Read the fullFollow David Brier on Twitter original post here:
  • 32. HOW TO REBRAND:19 QUESTIONSSTARTBEFORE YOU TO ASK #16 Is the goal of this rebrand a stepping stone (evolutionary) or a milestone (revolutionary)? Read the fullFollow David Brier on Twitter original post here:
  • 33. HOW TO REBRAND:19 QUESTIONSSTARTBEFORE YOU TO ASK #17 Will this solution work in 5, 10 and 15 years based on what we can anticipate? Read the fullFollow David Brier on Twitter original post here:
  • 34. HOW TO REBRAND:19 QUESTIONSSTARTBEFORE YOU TO ASK Have we assigned some #18 committee to manage the project versus someone (or at most, two people) who is/ are focused, inspired and can lead? Read the fullFollow David Brier on Twitter original post here:
  • 35. HOW TO REBRAND:19 QUESTIONSSTARTBEFORE YOU TO ASK #19 If we were starting our business today, would this be the brand solution we would come up with? Read the fullFollow David Brier on Twitter original post here:
  • 36. Warning: Don’t just read them. Answer these questions.Your brand (and your customers) will thank you. A lot.
  • 37. Want to see before-and-after examples? Go here. Read the fullFollow David Brier on Twitter original post here:
  • 38. Check out these leading branding presentations that have exceeded 226,389 views: Read the fullFollow David Brier on Twitter original post here:
  • 39. Check out these leading branding presentations that have exceeded 226,389 views: Read the fullFollow David Brier on Twitter original post here:
  • 40. Check out these leading branding presentations that have exceeded 226,389 views: Read the fullFollow David Brier on Twitter original post here:
  • 41. Check out these leading branding presentations that have exceeded 226,389 views: Have a question? We help companies stand out and rise above the noise. Let’s talk. Read the fullFollow David Brier on Twitter original post here:
  • 42. Want more?Subscribe at RisingAboveTheNoise.com
  • 43. Want more?Subscribe at RisingAboveTheNoise.com Follow David Brier on twitter: @davidbrier
  • 44. Want more?Subscribe at RisingAboveTheNoise.com Follow David Brier on twitter: @davidbrier Design, art direction and text by David Brier of DBD International Copyright 2013 DBD International