The Creative Boom Podcast
108. The art and science behind successful rebranding, with Lee Rolston
Jan 22, 2024
Lee Rolston, chief growth officer at Jones Knowles Ritchie, shares insights on successful rebranding, including the importance of public opinion, staying true to identity, and the challenges faced by well-known companies. They also discuss trends in branding, the future of personalized content, and the impact of privacy settings on advertising.
45:25
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Quick takeaways
- Brand transformations should have a clear purpose and rationale to prevent confusion and negative reactions.
- Successful rebranding goes beyond visual design and involves capturing the brand's essence and creating distinctive experiences.
Deep dives
The importance of brand recognition and reducing mental friction
The podcast episode highlights the significance of using brands to navigate choice and the importance of reducing mental friction. When brands evoke recognition and familiarity, they create less mental disturbance and provide a sense of trust and ease. The analogy of Google Maps suddenly blocking a road illustrates the negative impact of unexpected changes. The podcast discusses the need for brands to have a payoff for consumers, evoking positive emotions or meeting their desires. Without a clear purpose or rationale, brand transformations can lead to confusion and negative reactions.
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