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When is the right time 
to rebrand? 
YESTERDAY’S TRAGEDY TOMORROW’S STRATEGY 
@davidbrier BY DAVID BRIER
What if your brand has 
gotten pigeon-holed from 
what you did years ago? 
Or grew out of touch with 
the trends of custom...
Customers today have many options. 
So crystallizing “why” people should care about your 
brand/company and choose it inst...
Your brand should be the choice in your industry, 
not just another product or service that happened to get picked. 
One t...
Here are some examples: 
@davidbrier
BEFORE AFTER 
new york 
city ballet 
This rebrand captured the spirit of dance and the culture of New York City.
BEFORE AFTER 
This new rebrand stood out on shelves, and helped catapult sales 900% in 2 years.
BEFORE 
AFTER
BEFORE
AFTER 
This INC 5OOO company changed its perception from a vendor to a major provider of security 
with the new brand iden...
BEFORE 
No Worries 
Lodge 
AFTER 
This 7,000 square-foot luxury cabin needed a brand that immediately conveyed its differe...
Arrow Software 
software 
BEFORE 
AFTER 
This rebrand moves this brnd from being forgettable to being fresh and smart.
BEFORE AFTER 
The Kane company is a 100-year-old company and during that time, through many 
mergers and acquisitions, the...
BEFORE AFTER
BEFORE AFTER
BEFORE AFTER
BEFORE AFTER 
Chia Seed 
Beverage 
This rebrand needed a name that 
appealed to the consumer demand, 
not the manufacturer...
Crescendo 
BEFORE 
AFTER 
This rebrand instantly conveys the meaning of Crescendo.
BEFORE AFTER 
This new rebrand presented this new company as a global player. 
The card on the next slide show the tagline...
BEFORE AFTER
BEFORE 
This company had outgrown a very dated brand look and feel which also suffered from inconsistency.
AFTER 
The rebrand gave the company a fresh and vibrant look and feel with a new logo and slogan, Life. Rebuilt.
Determine if time is 
showing the age of 
your brand, making 
it less desirable, 
less relevant, 
less valued. 
And if so,...
@davidbrier 
Design, art direction and text: David Brier 
Want more insights on branding? 
Visit RisingAboveTheNoise.com
From Tragedy to Strategy: Is time killing your brand?
From Tragedy to Strategy: Is time killing your brand?
From Tragedy to Strategy: Is time killing your brand?
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From Tragedy to Strategy: Is time killing your brand?

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http://www.risingabovethenoise.com After reaching the milestone of over 700,000 views on Slideshare, he is one of the rock stars of Slideshare closing in on 1 million views. Brand specialist and Fast Company blogger David Brier has put together a "timely" Slideshare presentation on rebranding to show before and after examples and how their meaning and relevance changed with the new work. It answers the question, "WHEN should I rebrand?"

If you're an entrepreneur, CEO, startup, Shark Tank fan or rebel, this presentation is for you to read, learn from and share. Most importantly, it's to use.

Published in: Marketing, Business

From Tragedy to Strategy: Is time killing your brand?

  1. When is the right time to rebrand? YESTERDAY’S TRAGEDY TOMORROW’S STRATEGY @davidbrier BY DAVID BRIER
  2. What if your brand has gotten pigeon-holed from what you did years ago? Or grew out of touch with the trends of customer needs? Or became associated with outmoded technologies? @davidbrier
  3. Customers today have many options. So crystallizing “why” people should care about your brand/company and choose it instead of one of your competitors is a vital and important strategic step. A brand helps drive a clear wedge between your company and your competition. So when is the right time to rebrand? @davidbrier
  4. Your brand should be the choice in your industry, not just another product or service that happened to get picked. One thing few businesses understand is that branding has a purpose. That purpose comes down to four words: The Art of Differentiation. Without that differentiation, customers are left floundering being led by anonymous reviews, random word of mouth (good and bad) or sales price specials. Branding puts the necessary control back in your hands, where it belongs. @davidbrier
  5. Here are some examples: @davidbrier
  6. BEFORE AFTER new york city ballet This rebrand captured the spirit of dance and the culture of New York City.
  7. BEFORE AFTER This new rebrand stood out on shelves, and helped catapult sales 900% in 2 years.
  8. BEFORE AFTER
  9. BEFORE
  10. AFTER This INC 5OOO company changed its perception from a vendor to a major provider of security with the new brand identity and slogan, “Securing the lifeblood of today’s fast-moving companies.”
  11. BEFORE No Worries Lodge AFTER This 7,000 square-foot luxury cabin needed a brand that immediately conveyed its difference and value. The new look coupled with the slogan “Leave the world behind” told vacationers all they needed to know. And bookings are already booked well over a year in advance.
  12. Arrow Software software BEFORE AFTER This rebrand moves this brnd from being forgettable to being fresh and smart.
  13. BEFORE AFTER The Kane company is a 100-year-old company and during that time, through many mergers and acquisitions, the brand had lost focus. Commissioned to redefine the brand and get it back on track, we developed new company and division names with a new identity and a slogan that brought everything together, “Guardians of Safe Environments.”
  14. BEFORE AFTER
  15. BEFORE AFTER
  16. BEFORE AFTER
  17. BEFORE AFTER Chia Seed Beverage This rebrand needed a name that appealed to the consumer demand, not the manufacturer’s focus.
  18. Crescendo BEFORE AFTER This rebrand instantly conveys the meaning of Crescendo.
  19. BEFORE AFTER This new rebrand presented this new company as a global player. The card on the next slide show the tagline for this sports talent consultation firm.
  20. BEFORE AFTER
  21. BEFORE This company had outgrown a very dated brand look and feel which also suffered from inconsistency.
  22. AFTER The rebrand gave the company a fresh and vibrant look and feel with a new logo and slogan, Life. Rebuilt.
  23. Determine if time is showing the age of your brand, making it less desirable, less relevant, less valued. And if so, make your move now (before you go from yesterday’s news to a history lesson in what not to do). @davidbrier
  24. @davidbrier Design, art direction and text: David Brier Want more insights on branding? Visit RisingAboveTheNoise.com

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