On this episode of the Rethink Marketing Podcast, Eric Reed and Colin Jeffries discuss the misses they’ve seen with rebrands and brand refreshes. Asking ourselves some specific questions up front may result in achieving success, whether or not a rebrand is involved. First, is the business problem one that a rebrand can actually solve? If pricing, customer segmentation, employee satisfaction, or another challenge is the main cause for concern, a rebrand may not be the right answer. Many marketing leaders opt for a rebrand as a temporary solution to a long-term problem, so gaining a good grasp of the problem up front is key. Rebrands can be highly expensive, including lots of hidden costs that the marketing team may not be considering, so making sure we know what success looks like and what our other options are can be crucial in making the right choices.

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