Ebook: The Five Universal Demands of Rebranding

We have identified five universal demands of rebranding: Purposeful, Procedural, Purifying, Proven and Powerful

1: Purposeful

For a rebrand to be purposeful, it has to address one or more motivating factors, or drivers. It can only serve as a solution if the specific issue, need or problem has first been identified.

Drivers that can trigger a rebrand are:

  • Structural
  • Strategic
  • Functional

Structural Drivers:
Two companies merge and the stronger, more recognizable name between the two becomes the dominant brand. However, an element or two of the less dominant brand is included so not to lose the loyalty that company or organization brings to the merger. It becomes a sort of Frankenstein identity….

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We are brand design experts who deliver transformative ideas to the nation’s marketing professionals and CEOs as they seek guidance, clarity and excitement for their brand.

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