Corporate rebranding is about getting back on top
If branding is about doing business in an increasingly competitive marketplace
then the purpose of rebranding is about staying on top no matter what the competition does.
Everyone business leader knows that nothing stays the same and that the rate of change is constantly increasing.
These changes constantly influence the way a brand is perceived so a brand must evolve or die.
A brand cannot be allowed to remain static or stagnate if it is to remain a commercial asset.
Continual investment in the brand is essential to keep it alive, relevant and effective.