I'm continuing with an arc based on a series of branding questions I've had over the past few months. I promised this arc in "Attract and Stick, Part 1" now available on AllBusiness.com.
The first question, "How does one rebuild or redevelop his brand? What are the steps?", I answered in two parts. The first part dealt with
- the existing brand being tarnished and now generating a negative impact in the target market and
- the corporation is losing market share and wants to re-establish itself in that market,
- the corporation is moving into new markets and wants to establish a brand in those new markets.
The other uses as stated above are pretty much the same case when it comes to updating logos and brands; the need to re-establish market presence. In these cases the goal of the rebranding effort is to state "I'm from that family but I'm not one of them." This is the old western movie scenario of the outlaw's son proving he's a good lawman.
(more to follow)
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