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Rebranding today: A process, not a project

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‘Rebranding’, once seen as a discrete set of activities — define problem, gather data, develop insight, create idea, test idea, refine idea, implement idea, repeat — has become an even more continuous process. Armed with more active digital intelligence, companies can constantly adjust to changes in both consumer expectations and the competitive landscape, in faster, more responsive and personalised ways. The best brands — those that are most relevant to consumers — ‘rebrand’ by continually improving in four areas: customer obsession, ruthless pragmatism, pervasive innovation and distinctive inspiration. Each of these drivers keeps rebranding efforts focused on delivering a customer experience that brings brand and consumers continually closer.
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Keywords: brand management; brand operating system; business growth; customer; digital transformation; experience; living brands; rebranding; relentless relevance

Document Type: Research Article

Publication date: September 1, 2017

More about this publication?
  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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