Create a New Brand: When is it necessary?
One of the key questions we often hear from our clients is: when is it necessary to create a new brand?
Creating a new brand affects everything within your organization, including products to personnel, marketing and finance. It also affects customer perceptions of your competitive promise.
Creating a new brand is not always the best way to win over your customers. However, here are a few examples of historical cases where it made good sense to create a new brand.