Written by Jenn Day | Jun 13, 2024 8:34:15 PM
Read the Fast Company article here.
Here is a brief summary:
- Shift from Rebranding to Refreshing: Companies prefer “brand refresh” over “rebrand” to avoid the stigma and cost associated with complete overhauls.
- Marketing Strategy: Minor updates, like changes in color or typography, are now marketed as significant refreshes.
- Consumer Perception: A refresh is perceived as an evolution rather than a drastic change, maintaining consumer trust.
- Case Example: Tropicana’s failed rebrand highlights the risks of drastic changes, costing the company $30 million in sales.