I have had my hand in about 250 rebrands in the last 15 years. What I see time and time again is design without value.
The purpose of redesigning a brandmark (logo), marketing material, ad campaigns and a Web site should be to catch the eye of the media and consumer to communicate value over the competitors. It also reinvigorates employees to be proud of the place where they work and sends the message, “Yes, we are relevant and growing.” But if no distinctive value is being offered behind the hype, then you still have an ordinary product that no one will talk about.
Soon the buzz of the new design will fade, and the company will be worse off than when they started.
