This post is inspired by my learned Twitter friend @vijaysankaran when he queried about my opinion about the brand refresh by Raymond. I was more familiar with Re-branding and not refresh which lead to more learning about this term.
Brand refresh is a term that signifies slight modification of the brand ( or brand elements). Radical modification or change of brand elements implies re-branding.
Refreshing of brand usually happens under following conditions
- The brand is perceived to be old.
- Brand is trying to appeal to a new segment , for example younger crowd.
- When there is a change in the brand positioning.
- When there is a shift in the characteristics of the TG.
- When the brand elements need modernization .
- When the brand launches products in other categories ( Brand Extensions)
- When you feel consumers are bored with the brand.
- When nothing else can be refreshed !
Brand often do these refreshing by slightly tweaking the logo/color/tagline /positioning etc but as per the theory , radical changes in the brand elements are entitled to be called as Re-branding. Hence there is only a thin difference between re-branding and refreshing.
As the term implies, refreshing brand make sense especially when one cannot make any radical changes in the product. For example, for products like softdrinks, the product attributes remains the same and only thing that can be changed are the brand related attributes like taglines , slogans etc.
Brand refresh can be done by
- New campaigns
- Changing taglines and slogans ( or introducing a tagline )
- Introducing or changing imagery
- Changing the protagonists in the campaigns
- Introducing brand extensions
- Introduce a brand element which was not there before .
My take on this term is that what ever activities that marketer undertake to make brand fresh without radically affecting the brand elements can be termed as brand refresh. One article rightly compared Brand Refresh to a Makeover. ( source ).