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Top 20 Mistakes Marketers Make When Rebranding

This is a list of mistakes published by my friend Anaezi Modu, the founder and Executive Director of ReBrand. ReBrand recognizes the world’s most effective rebrands in its annual ReBrand 100® Global Awards. This program has become the benchmark award for the brand development community over the last 5 years.

They’ll make you smile…enjoy!

1. Clinging to history.

2. Thinking the brand is the logo, stationery or corporate colors.

3. Navigating without a plan.

4. Refusing to hire a branding consultant without industry experience.

5. Not leveraging existing brand equity and goodwill.

6. Not trying on your customer’s shoes.

7. The rebrand lacks credibility or is a superficial facelift.

8. Limiting the influence of branding partners.

9. Believing rebranding costs too much.

10. Not planning ahead for adaptation.

11. Bypassing the basics.

12. Not calling the call center.

13. Forgetting that people don’t do what they say.(They do what they do.)

14. Getting strong-armed or intimidated by consultants.

15. Putting the wrong person in charge.

16. Strategy by committee.

17. Rebranding without research.

18. Basing a rebrand on advertising.

19. Tunnel focus.

20. Believing you’re too small to rebrand.

For the full explanations on each…

Clients We Have Helped

  • RZIM
  • Billy Graham
  • ECFA
  • Younglife
  • Moody