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Is it Time to Refresh your Brand?

Our best practice videos offers a four-step process to evaluate if your brand needs a refresh or a full overhaul.
A brand refresh aims to breath new visual life into a brand that may have started to look stale and staid. The brand’s existing visual identity may also have started to stray because it doesn’t bring the brand at an intangible level to life as intended. At times like this a brand refresh may be discussed as a possible cure for your brand performance ills. But jumping straight to a brand refresh if often akin to treating the symptoms and not the cause. Seldom, if ever, a wise move.

Conducting a brand refresh is tempting. It delivers a tangible output and there’s something reassuring about paying for something you can see. A brand refresh also takes less time to complete than a brand audit or full rebrand. But this doesn’t necessarily mean a brand refresh is the most sensible solution.

In this Best Practice Briefing, I will share a simple and structured four-step process that will help you establish whether a brand refresh could rectify disappointing marketing performance at your organisation.

More specifically this best practice briefing will help you:

  1. Approach brand performance measurement holistically
  2. Understand whether a brand refresh may rectify disappointing brand performance at your organisation
  3. Structure your brand refresh discussions
  4. Focus on the substance and the trappings of your brand
  5. Evaluate B2B ‘brand refresh’ examples

 

This video briefing also examines three ‘brand refresh’ live examples of B2B businesses – Accenture, Mckinsey and Siemens – to explore how brand overhauls can work out in practice.

 

 

This is one of eight virtual Best Practice Briefings produced every quarter by the Propolis Experts, each designed to build on team skill sets or address a common challenge through key practical guidance. The full set of Best Practice Briefings is available exclusively to Propolis members.

Watch the briefing here​

Darren Coleman

Brand Expert
Darren specialises in helping brands drive growth and retain relevance through brand experiences and has been doing this for 25+ years across Europe, the Middle East and Asia Pacific. Johnson & Johnson, Faurecia, Dubai Properties, Abbot, FUJIFILM, Nikon and Orange are some of the brands he’s helped. Darren’s PhD focuses on B2B services brand performance, whilst his book Building Brand Experiences: A Practical Guide to Retaining Brand Relevance helps brand marketers structure then scale their approach to building brand experiences. The first chapter can be downloaded here. In Darren’s spare time he enjoys spending time with his wife and family, playing tennis, socialising, travel, scuba diving, snoozing in his Mexican hammock, yoga and watching Birmingham City Football Club. Granted, some are more enjoyable than others. Can you possibly guess which they are?

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