October 10, 2017 — Article
There are a whole host of reasons why businesses talk about ‘refreshing’ their brand instead of ‘rebranding’. But there’s actually a pretty clear definition argues brand strategist Sandy Belford.
When is a rebrand a rebrand and not a brand refresh? Well, it’s a little bit in the eye of the beholder. Generally, if you’re significantly changing the logo or the name, it’s a rebrand. If you’re changing anything else, it’s a refresh. But often when people are doing the latter, they call it a rebrand. And then the waters are muddied by advertising agencies that put out a new campaign and call it a rebrand.