The document discusses common myths about rebranding. It asserts that rebranding is not just a marketing strategy but a comprehensive organizational change requiring 12-18 months and significant resources. A new logo alone does not constitute a rebranding. Choosing a new brand name that communicates purpose is difficult, and influencing stakeholders to adopt the new brand takes patience and a full year to implement. The key is to plan expertly and ignore the myths about rebranding.

1. FIVE REBRANDING
MYTHS
BUSTING

2. REBRANDING IS A
MARKETING STRATEGY!
MYTH #1

3. REBRANDING IS
AN ENTERPRISE WIDE,
ORGANIZATIONAL
GROWTH ACCELERATION
STRATEGY.

4. REBRANDING IS EASY!
MYTH #2

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. REBRANDING IS
JUST A NEW LOGO
MYTH #3

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. NEW BRAND NAMES ARE
EASY TO DETERMINE!
MYTH #4

9. NEW BRAND NAMES NEED
TO COMMUNICATE A PURPOSE,
A CALLING AND DIFFERENTIATING
POINT OF VIEW.
AND BE TRADEMARKABLE!

10. REBRANDING TAKES EFFECT
IMMEDIATELY
MYTH #5

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. PLAN EXPERTLY.
ACHIEVE REBRANDING
SUCCESS.
IGNORE THE
MYTHS.

13. Jim Heininger
jim.heininger@dixon-james.com
www.rebrandingxperts.com