Rebrands are expensive and can be well worth the effort. But marketing leaders only look at 1-2 indexes to determine the optimal timing and core components that should be in place to increase the likelihood of success.
This white paper (pink paper) breaks it all down to seven critical questions that need to be answered affirmatively in order for rebranding to move forward. When brands have these questions clearly answered, their rebranding efforts will be more than skin deep. Retail buyers are more likely to get behind a brand with a deep, resonant story over those that are merely skin deep design. And products will move off the shelf without deep discounting or any other sales and marketing ploys.
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