Love ‘em or Hate ‘em: Big Rebrands Signal One Critical Reality

This week saw the controversial rebranding of two household-name behemoths: Google and Verizon.

Are you a lover or a hater? Because in this day of ubiquitous social media, EVERYONE seems to have an opinion.

But judging these high-profile rebrandings with a passing thumbs up or thumbs down misses the larger point—especially for small business who are considering a brand refresh or a logo change.

Look, rebranding a Fortune 500 company is no small task, and no minor investment. So most companies embarking on a brand makeover do not do so lightly. And the number one reason for a rebrand is to remain RELEVANT.

  • Relevant to a shifting core audience

  • Relevant to changing technology

  • Relevant to maturing consumer tastes

  • Relevant when considering the competition

  • Relevant in light of new players

Relevance is simply about being germane to your target market. To help people solve their problems and to live happier and more fulfilling lives. If your brand matters to them emotionally and socially, you’re beginning to be relevant to them.

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