Consider the effort involved in rebranding. Is it wiser to realign instead?
While there are several reasons to make changes to a brand, whether it be refocusing the audience, reworking a promise, or something as little as keeping the design fresh, does it make more sense to realign the product instead?
Shifting the positioning of the product or service will inevitably produce a new design of the brand, but it happens organically rather than redesigning for the sake of redesigning. There’s less risk of alienating the consumer by a redesign born out of a shift in positioning since it’s about selling a …read more

What does it take to become loyal to a particular brand? For me it’s a very deep relationship forged through listening to me when I’m happy or upset about the product or service, going beyond the expected and generally acting like a small-town company even if it’s a multi-million, multi-national business.
Yes, it’s true that sexy branding will get me through the door, but keeping me there is more about the relationship.
So how is the branding of a company linked to continued customer service efforts to maintain customers? Apple is a great example here. I was lulled into the shiny, elite …read more

We’ve been getting a lot of feedback about how many of you dislike the new Tropicana packaging.
But you might be interested in how the new Pepsi logo is faring…

Pedro over at Will it Brand? has done a quick survey of how people think the new logo will affect their consumption of Pepsi.
According to the results…
34% said they thought the old logo was a better fit.
Then again… 26% said it didn’t matter because they would keep drinking Coca-Cola.
Image: Chris Brogan