Packaging Innovation
May 8, 2015

When to rebrand? Three reasons that shouldn’t be ignored

Rebranding is risky business for any company. In some cases, however, it’s the only sensible thing to do … There are three reasons when it’s absolutely necessary to steer your brand in a new direction:
  • When the face of your company/marketing dies.
  • When your brand is no longer culturally valid.
  • When your brand no longer offers what consumers expect.
Let’s delve deeper into these three reasons to help you on your way of branding heaven.

Balancing brand age and fresh ideas

The longer your company exists, the higher its esteem. Consumers love trusted brands that have withstood the test of time. Age can also be a bad thing, however, for instance when you’re no longer relevant or when your target group remembers you for the wrong reasons. Here are three cases in which brand age is better ignored and a rebrand is in order.

1) When your founding father dies

When your brand’s ambassador dies, it’s time to move on. Especially when that person’s face is used in packaging and commercials. Evidently, this doesn’t mean the legacy of the deceased has to be obliterated altogether, it just has to be reimagined. Take Colonel Sanders, for instance. When the founding father of KFC passed away in the 1980s, the brand retained his image on their packaging but decided on a brand new strategy for their commercials.

2) When your brand represents something that’s no longer politically correct

We live in a day and age where gender and racial politics are hot topics. Yet, that didn’t always used to be the case. In the 1950’s you could stumble upon this advertisement:  Some brands have to be scrubbed clean of their sexist, racist and overall offensive postures if they want to flourish in the 21st century.

3) When your brand can no longer offer what consumers expect

Sometimes things just go out of fashion. When that ‘thing’ happens to be one of the core values of your brand identity, it’s time to move on. Food ingredients, for instance, go in and out of fashion quite regularly. Sometimes scientific discoveries reveal certain fats pose a greater risk to health than previously thought. If that’s the case, a rebrand is the only smart move.