Companies can consider rebranding to indicate a change of purpose

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 18, 2019, 5:39 AM UTC

It’s also useful to do so when bouncing back from a brand crisis that caused irreparable damage.

This article suggests certain indicators that can help a business decide if it needs to undergo a rebrand. If a company comes to find that it no longer fits its original purpose as well as it did earlier, it could be a signal to consider a rebrand.

The author also points out that another reason for considering an overhaul is if an organisation has suffered irreparable damage due to a PR crisis. Businesses looking to appeal to a more appropriate demographic can do so by rebranding to communicate the refreshed purpose.

A brand may opt for a refresh when consolidating. Cost savings by streamlining production and improving brand recognition are additional benefits.   

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