This was the title of a recent Fast Company article. It went on to explain that in today's market, customers prefer the safety of a refresh as opposed to the risk of a big rebrand.
While I understand that psychology, it inspired the words below, which I've shared in different ways with hundreds of clients over 14 years.
"Call it what you want. There is work to do and goals to meet — let's get to work."
Yes, the word "rebrand" implies a larger change. But it doesn't have to be that way.
Yes, the word "refresh" implies a subtle change. It doesn't always end that way.
We all need to remember that the nuance and scale of change between these two words is incredibly gray.
It's so gray that I'm here arguing it doesn't matter what you call it. Further, projects bounce between these two terms while the actual work is happening. We see it all the time.
Here's the clarity that matters…
▲ Both terms involve changing the way your brand is perceived by the public, customers, and stakeholders. Whether it's a complete overhaul or minor updates, the end goal is the same = an updated brand image.
▲ Both terms are responses to the need for your brand to evolve.
The underlying goals are all the same.
My hope is that these words help us all focus on what matters: the work itself.
Bill Kenney
R O I O F B R A N D I N G
"New analysis finds almost $1 trillion of brand and business value remains untapped by the world's top B2B brands."
Brand building is about building a memory through emotive messaging, creative, and branding. By ignoring brand building, B2B brands leave trillions untapped. Salesforce is a B2B organization that invests in their brand, and you can see their return on investment when compared to SAP. Salesforce has continued to close that revenue gap since 2021. Salesforce's annual revenue for 2023 was $31.352B, versus SAP's $33.74B*.
"If you can free yourself up to think wrong, you'll trick your brain into finding a new space that no one has bothered to consider before. Remember: Everything is dumb until it isn't."
"In an era where authenticity and genuine connections are valued more than ever, embracing emotion and trust in B2B advertising is not just a choice – it's a competitive advantage that sets the stage for enduring success."
"The value of B2B branding is undisputed and well-documented. According to findings from BCG, companies with strong branding 'show a 74% higher return on their brand marketing investment, and hold a 46% larger market share, than weaker brands.'"
