Why Rebrands Fail: How to Evolve Without Losing Customers
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Why Rebrands Fail: How to Evolve Without Losing Customers
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What makes a rebrand turn customers away? And how do you evolve your business without losing what people already love about it?In this episode of Brandy, brand strategist Reilly Newman explores the psychology behind rebranding, customer expectations and brand loyalty. Drawing on Cracker Barrel, Jaguar and Gap, he examines how changing familiar associations can put customer trust at risk, and what founders and marketers should understand before making a change.You’ll learn:• Why a rebrand can create a gap between customer expectations and experience.• How to identify the associations worth preserving.• Why diagnosing the business problem should come before redesigning.• How to adapt to changing customer expectations while strengthening your positioning.If you’re considering a rebrand, updating your positioning or leading a brand transformation, this episode offers a way to think through what should change and what customers still value.Explore Reilly’s Positioning Flywheel and Brand Transformation programs at https://motifbrands.com/brand-positioning-flywheel