Rebranding is not a simple process and we can’t even imagine what a disaster it can be for our brand. Smart marketers evolve their brands over time to keep them relevant. Some do it well, while others become a target of cynical bloggers. (As happened with new corporate identity of Mtel – one of the most powerful Bulgarian mobile operators.)
The most important thing for the rebranding process is to understand that this will take money, time and energy and also each element of the process is part of the puzzle. If we can’t put all pieces of the puzzle together we have a serious problem with our brand identity and end consumers will see this.
1. WHY do we start with rebranding?
Maybe first of all we have to answer question: why do we start with rebranding? Is it necessary or not? It could be because…
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