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Be Patient; Refreshing a Brand Can Take Years

  • Refreshing a brand is a lengthy, multifaceted process that can take years
  • Businesses can take a new approach to their customer base, products, story, or company culture
  • Leveraging customer data is a crucial part of the process

Summary by Dirk Langeveld

Refreshing a brand can be a crucial yet difficult decision. This process can increase your brand’s appeal and keep it from becoming stale, though there is also the risk that it simply won’t pan out.

Any businesses attempting a brand refresh should also be patient. This shift doesn’t come from a few changes, but rather from a sustained effort that may go on for several years.

A recent article in the Harvard Business Review looks at brand refreshes at Apple, Gucci, and McDonald’s that had a major impact on the company.

  • Businesses can refresh their brand by taking a new approach to their customer base, products, story, or company culture
  • Companies can take steps such as changing their product aesthetic or narrative focus
  • Customer data is particularly valuable, as it allows companies to better understand factors such as the key characteristics valued by their customers that motivate them to purchase the company’s products
  • Tapping into pop culture can also help with a brand refresh, including reviving classic brand imagery

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