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How to rebrand: 19 Questions to Ask Before You Start

http://www.risingabovethenoise.com Brand identity specialist, Fast Company blogger and package designer David Brier has been called “One of the best branding minds and talents in business today…”

Fast Company, The New York Times, Adweek, INC. Magazine, Fortune Small Business, Food and Wine, Cool Hunting, Communication Arts, The Dieline and Better Homes and Gardens have each featured DBD’s work and results online, in magazines and books.

In this presentation, David Brier unveils some of the key questions every company must ask, specific to rebrands but equally valid to startups and new spin-offs of existing companies.

Use this as a tool.

And subscribe to David's blog at http:/www.risingabovethenoise.com

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How to rebrand: 19 Questions to Ask Before You Start

  1. HOW TO REBRAND: 19 QUESTIONS TO ASK BEFORE YOU START by David Brier, DBD International www.RisingAboveTheNoise.com
  2. “The greatest enemy of knowledge is not ignorance but the illusion of knowledge.” Stephen Hawking
  3. Sooner or later, you’ll face a rebrand.
  4. Maybe your customers’ needs changed.
  5. Or the marketplace has gone through a shift.
  6. Or your demographic is being replaced by a younger different type of customer.
  7. Fact is: the world changes.
  8. With today’s technology, those changes are faster than ever.
  9. To stay relevant, sometimes the correct strategy is a rebrand.
  10. But before you do, there are 19 QUESTIONS your company must ask. Read the full Follow David Brier on Twitter original post here:
  11. Why these questions?
  12. Why these questions? Because over the past 3 years, more giant corporations have done more rebrands that have been badly executed, incorrectly conceived, or hastily done resulting either in:
  13. Why these questions? Because over the past 3 years, more giant corporations have done more rebrands that have been badly executed, incorrectly conceived, or hastily done resulting either in: 1. No effective change,
  14. Why these questions? Because over the past 3 years, more giant corporations have done more rebrands that have been badly executed, incorrectly conceived, or hastily done resulting either in: 1. No effective change, 2. No change in customer perception, or worse,
  15. Why these questions? Because over the past 3 years, more giant corporations have done more rebrands that have been badly executed, incorrectly conceived, or hastily done resulting either in: 1. No effective change, 2. No change in customer perception, or worse, 3. A weakened brand with lost sales, smaller marketshare or reduced consumer confidence in what role your brand serves in their lives.
  16. Why these questions? Because over the past 3 years, more giant corporations have done more rebrands that have been badly executed, incorrectly conceived, or hastily done resulting either in: 1. No effective change, 2. No change in customer perception, or worse, 3. A weakened brand with lost sales, smaller marketshare or reduced consumer confidence in what role your brand serves in their lives. Something you can avoid, by asking these questions first.
  17. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #1 Why are we doing a rebrand? Read the full Follow David Brier on Twitter original post here:
  18. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #2 What problem are we attempting to solve? Read the full Follow David Brier on Twitter original post here:
  19. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #3 Has there been a change in the competitive landscape that is impacting our growth potential? Read the full Follow David Brier on Twitter original post here:
  20. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #4 Has our customer profile changed? Read the full Follow David Brier on Twitter original post here:
  21. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #5 Are we pigeonholed as something that we (and our customers) have outgrown? Read the full Follow David Brier on Twitter original post here:
  22. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #6 Does our brand tell the wrong (or outdated) story? Read the full Follow David Brier on Twitter original post here:
  23. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #7 What do we want to convey? To whom? Read the full Follow David Brier on Twitter original post here:
  24. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #8 Why should anyone care about our brand? Read the full Follow David Brier on Twitter original post here:
  25. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #9 Have we isolated exactly who should care about our brand? Read the full Follow David Brier on Twitter original post here:
  26. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #10 Have their needs, or the way they define them, changed? Read the full Follow David Brier on Twitter original post here:
  27. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #11 Are we asking our customer to care more about our brand — and what it means — than we do? Read the full Follow David Brier on Twitter original post here:
  28. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #12 Is our brand associated with something that is no longer meaningful? Read the full Follow David Brier on Twitter original post here:
  29. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #13 Is our brand out of step with the current needs and desires of our customers? Read the full Follow David Brier on Twitter original post here:
  30. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #14 Are we leading with our brand direction? Read the full Follow David Brier on Twitter original post here:
  31. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #15 Are we following with our brand direction? Read the full Follow David Brier on Twitter original post here:
  32. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #16 Is the goal of this rebrand a stepping stone (evolutionary) or a milestone (revolutionary)? Read the full Follow David Brier on Twitter original post here:
  33. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #17 Will this solution work in 5, 10 and 15 years based on what we can anticipate? Read the full Follow David Brier on Twitter original post here:
  34. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK Have we assigned some #18 committee to manage the project versus someone (or at most, two people) who is/ are focused, inspired and can lead? Read the full Follow David Brier on Twitter original post here:
  35. HOW TO REBRAND: 19 QUESTIONSSTART BEFORE YOU TO ASK #19 If we were starting our business today, would this be the brand solution we would come up with? Read the full Follow David Brier on Twitter original post here:
  36. Warning: Don’t just read them. Answer these questions. Your brand (and your customers) will thank you. A lot.
  37. Want to see before-and-after examples? Go here. Read the full Follow David Brier on Twitter original post here:
  38. Check out these leading branding presentations that have exceeded 226,389 views: Read the full Follow David Brier on Twitter original post here:
  39. Check out these leading branding presentations that have exceeded 226,389 views: Read the full Follow David Brier on Twitter original post here:
  40. Check out these leading branding presentations that have exceeded 226,389 views: Read the full Follow David Brier on Twitter original post here:
  41. Check out these leading branding presentations that have exceeded 226,389 views: Have a question? We help companies stand out and rise above the noise. Let’s talk. Read the full Follow David Brier on Twitter original post here:
  42. Want more? Subscribe at RisingAboveTheNoise.com
  43. Want more? Subscribe at RisingAboveTheNoise.com Follow David Brier on twitter: @davidbrier
  44. Want more? Subscribe at RisingAboveTheNoise.com Follow David Brier on twitter: @davidbrier Design, art direction and text by David Brier of DBD International Copyright 2013 DBD International
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http://www.risingabovethenoise.com Brand identity specialist, Fast Company blogger and package designer David Brier has been called “One of the best branding minds and talents in business today…” Fast Company, The New York Times, Adweek, INC. Magazine, Fortune Small Business, Food and Wine, Cool Hunting, Communication Arts, The Dieline and Better Homes and Gardens have each featured DBD’s work and results online, in magazines and books. In this presentation, David Brier unveils some of the key questions every company must ask, specific to rebrands but equally valid to startups and new spin-offs of existing companies. Use this as a tool. And subscribe to David's blog at http:/www.risingabovethenoise.com

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