James Hammond, The Brand Doctor says:
Brand nonsense doesn’t get better than this.
If I was given a penny for every time some twit has told me their company has had a ‘rebrand’, I’d be rich.
When pressed as to exactly what a rebrand means, no-one has been able to give me a proper answer.
That’s because there isn’t one.
Not only is the whole concept of a rebrand absolute hogwash*, the people that prey on the gullible, half-baked managers who buy into the concept don’t even understand what a brand is themselves.
What, in fact, clueless brand executives waste their money on under the guise of a ‘rebrand’ is usually a new logo, together with some huge corporate identity tome that gives you rules on how the logo should be used, plus a bucket of tripe about the new ‘positioning’ of the company. Continue Reading…