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 and differentiation can be difficult. It also takes time, around a year, for a rebranding to fully take effect as changing people's perceptions requires promotion and patience. Proper planning while ignoring rebranding myths is key to rebranding success.

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