New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Broader brand strategy and the reality of today’s market should inform design choices.

In any rebranding exercise, marketers and brand managers face a choice between drawing on the past and starting again, according to this analysis piece. Using past designs can leverage brand equity against disruptors, but shouldn’t be seen as a means to an end.

The Co-op and John Lewis & Partners are presented as examples of effective uses of older identities. Co-op’s revival of a logo from 1968 helped signal a return to its traditional values after a period of poor performance and PR problems. But brands also need to consider if historic designs fit with their current values or are suitable for modern use.

And sometimes a refresh is a business imperative. HP is cited as a case study of a brand that had to adopt a new, innovative approach to break away from negative perceptions with the public.

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[12 minute read; article may be behind a paywall]

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