Evolutionary & Revolutionary Rebrands

Posted by Craig Johnson on February 9, 2011 Share

When an organization is going through a rebranding process, one of the first questions to answer is whether it will be an evolutionary rebrand or a revolutionary rebrand.

An Evolutionary Rebrand is when a company is making a change to it's identity, but keeping the major aspects of the brand intact.  Much like what Starbucks recently announced.

A Revolutionary Rebrand is when a company is making a drastic change to its identity, possibly even a name change.  Much like what Comcast recently began with it's change to Xfinity.

When trying to decide whether to go the evolutionary or revolutionary route, you must first make sure you know why you're rebranding.  Starbucks isn't trying to make a drastic change in customer perception. Comcast is.

Here are a few questions answer…

  • Is the direction of the company changing drastically or just slightly?
  • Has the core product or service offering changed?
  • Are you looking to become more of what your company is at its core or change it from the inside out?
  • Are you more likely to hear customers praise or chastise your organization?

Once you answer those questions, you are well on the right track to answering the larger Evolutionary vs Revolutionary rebrand question.


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5 Comments

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