What’s the recipe for success? Coke has one. So does Kentucky Fried Chicken. And both keep them locked up like gold in a vault, because that’s what they are. Golden.
Aside from what goes into a product, another key ingredient is what goes with it. The visual images, the identity, the theme, the brand strategy designed to make a lasting connection with consumers.
So why risk a rebrand? To better establish that connection. Brands outlive their usefulness. They fall behind today’s high-speed times. If there’s been a change in corporate philosophy, product or direction, a rebranding is the best way to tell the world. Successful rebranding isn’t about building a new road that might frustrate loyal consumers. It’s about smoothing and straightening the old one in clever, innovative, identifiable and acceptable ways. Stronger bonds. More customers.
Maybe Coke can stay with the wave another hundred years. But even KFC has recognized the need to move forward, leaving behind its time-worn slogan, “Finger-lickin’ good.” Last I checked, there was still a line at the drive-thru.
Are you craving a rebrand?
