For companies who have spent decades building brand equity and awareness around their brand, where’s the sense in rebranding?

The reasons behind rebranding are different for every company, however it all stems back to ensuring that your branding is still current and reflective of the product or service offering. (In the eyes of the consumer, of course).

As mentioned in The Australian article Brands must go with the flow in a changing world, with rapidly changing technology and ever growing consumer empowerment, brands now need the ability to go with the flow of social change.

Gone are the days where the trusty strong brands can remain static and not meet social and technological changes. This simply results in an out-dated brand and consumers will move on to the next best thing.

Closer to home, an organisation that has embarked on the re-branding process is General Practice Workforce. General Practice Workforce is a Government funded organisation that is in place to support and improve the health status of Tasmanian communities by facilitating adequate and sustainable access to health services.

General Practice Workforce were restricted by not only their branding but also their name, as their services are expanding into other areas beyond just General Practitioner recruitment

A SNEAKY ATTEMPT AT MARKET RESEARCH?
Not sure but you are not leaving without a bruising!
What a lot of tripe some adds serve up, seeming to put a negative up and turning it to a positive.
See the one for new Pepsi? you can buy 24 cans for less than $7!
Swamp water in cans, like the new Coke was.
See the new trend? two mates fishing both touching the same bait? hands touch and unstated but clear inference they are concerned about their man hood.
Are all add makers gay?
Women promised if they buy ten gallons of muck they will be young and witty forever?
You mob could sell anything to some but nothing to me.

Hi fellow travelers,
Rolls Royce do not advertise and they are the best...they don't have to....the product sells itself.
Coca Cola and Hungry Jacks advertise continuously and they are the w...t. The product does not sell itself.
Therefore logically rubbish needs advertising and advertising needs rubbish....sounds like commercial incest to me.

Oh dear, at+m integrated marketing of 150 Cimitiere Street, Launceston, Tasmania, Australia. Aren't you leading with your chin, just a bit?

According to your web site, aren't you supposed to be the goods on this? Shouldn't you be making the case - one way or another - for us to absorb and be educated by?

You most certainly need to brush up on your social media skills if you think this kind of advertising is going to attract quality clients.

Frankly, I wouldn't hire you in a fit.

But if you would like some advice on your go-to-market model - and you certainly need it - just let me know. My rates are not unreasonable.

Atm+M,

You are mixing up far too many entities for my liking. Brand and Brand Image are different entities; they are also quite separate from the product(s).

I don’t know where you learned your marketing but you might want to ask for your money back.

all true, every post.
But do they get any better than this?