We’ve all seen tremendous pressures on marketing budgets over the past few years. The requirement to do more with less, with more channels to activate across and audiences that are more overwhelmed than ever by marketing messages – everywhere they turn, look and read. And, in the middle of all this is the requirement to increasingly demonstrate the ‘value of marketing’ at each step of the process.
The process of rebranding a business can seem daunting – how do you achieve it without damaging equity, perceptions and customer loyalty in the process? There are genuine risks and costs associated with both over and undercooking it. So what are your options? Below, we’ve summarised some of the options you have when considering the next steps in the evolution of your company’s brand.