Nodes of Design#3: Branding by Daniel Patterson
Nodes of Design
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The Impact of Brand Rebranding on Organizations
There might be quite a few reasons. Some brands out there will rebrand just because in order to make them feel or make their customers feel like they are constantly innovating and that they are constantly changing and improving. Microsoft, for example, every few years they will rebrand when they bring out a new operating system. Sometimes as well, companies will go through a reorganization. They will put a new CEO in place. And that's to give our customers a sense or their customers a sense that they are changing and they're evolving and they're constantly moving. Whereas you have other brands that might rebrand because they are losing money. They may not understand why they have lost their reach.
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