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Busting Five Rebranding Myths

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A look at five common rebranding myths and the truth.

Published in: Marketing
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Busting Five Rebranding Myths

  1. 1. FIVE REBRANDING MYTHS BUSTING
  2. 2. REBRANDING IS A MARKETING STRATEGY! MYTH #1
  3. 3. REBRANDING IS AN ENTERPRISE WIDE, ORGANIZATIONAL GROWTH ACCELERATION STRATEGY.
  4. 4. REBRANDING IS EASY! MYTH #2
  5. 5. REBRANDING DEMANDS 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:
  6. 6. REBRANDING IS JUST A NEW LOGO MYTH #3
  7. 7. 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.
  8. 8. NEW BRAND NAMES ARE EASY TO DETERMINE! MYTH #4
  9. 9. NEW BRAND NAMES NEED TO COMMUNICATE A PURPOSE, A CALLING AND DIFFERENTIATING POINT OF VIEW. AND BE TRADEMARKABLE!
  10. 10. REBRANDING TAKES EFFECT IMMEDIATELY MYTH #5
  11. 11. 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.
  12. 12. PLAN EXPERTLY. ACHIEVE REBRANDING SUCCESS. IGNORE THE MYTHS.
  13. 13. Jim Heininger jim.heininger@dixon-james.com www.rebrandingxperts.com

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