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| "Coke" back to "Coca Cola" |
There are many issues to consider when altering your brand to the future or back to the past. Here are 3 examples to be aware of.
1. No Research.
There’s a lot of lip service about customers, but in brand strategy sessions they’re often forgotten.
Current and prospective customers should be front and centre when creating solutions.
After all, the customer will be your ultimate test.
2. Basing a brand change on advertising.
An ad campaign and a slogan do not equal brand positioning. Brand strategy should lead
advertising – not the other way around. Sometimes the most effective brand changes don’t include
traditional advertising.
3. Tunnel Vision.
Focusing solely on your own industry can be limiting. When changing your brand, cross-pollinate your
thinking with what leaders in other industries are doing in regard to customer experience, retail
experience and customer care. Don't be scared to use experiences from different industries and encourage your agency to do this also.
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