Revenue Makers Behind the Curtain of a Brand Refresh
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May 7, 2025 Discover the intricate art of brand refreshing where messaging and visuals must harmonize for success. The discussion reveals when to refresh your brand and the impact of AI and M&A on brand identity. Key insights cover the difference between rebranding and refreshing, the significance of a new design system, and how to effectively communicate changes. Learn about crucial metrics for measuring brand impact, and why ownership and timing are essential in navigating this complex yet rewarding journey.
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Visual Refresh Sparks Interest
- Adam Kaiser describes how a refreshed look draws attention by signaling something exciting and new.
- This visual change generates curiosity and invites customers to explore the updated brand.
Use 'Refresh' Over 'Rebrand'
- Call your initiative a "refresh" rather than a "rebrand" to ease internal resistance and maintain goodwill.
- Keep core brand elements but update visual design and messaging to reflect current company identity.
Brand Refresh Signals Change
- A brand refresh signals market evolution and new product lines without abandoning existing identity.
- Visual updates create a "lighting strike moment" that draws attention and interest from customers.