How to Ensure a More Successful Rebranding Strategy for Your Business

Posted by Carolyn Crafts on March 29, 2021

Whatever way you look at it, rebranding is vital in establishing a new market position — but it is also risky. A rebrand is not only expensive to create and launch, but stakeholders may also resist a rebrand because of how a change will impact them. A mediocre rebranding attempt can result in brand confusion and ultimately depreciate the brand. A rebrand requires careful planning and clear and specific messaging for stakeholders.

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Topics: Brand Strategy, Rebranding Strategy, Branding

Can Harley-Davidson Rev Up Its Iconic Brand?

Posted by Carolyn Crafts on February 15, 2021
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Topics: Brand Strategy, Brand Growth, Branding

Brand Strategy: The Resurgence of Corporate Brand-Building

Posted by Carolyn Crafts on November 13, 2020

The importance of the corporate brand has become increasingly evident in the world of advertising. According to Kantar Media, corporate brand advertising rose 17 percent in 2012 when compared with the previous year, even though total ad spending rose just 3 percent.

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Topics: Brand Strategy, Corporate Branding, Branding

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