Remember, a brand is not about messaging. It's about a set of gaps. A belief gap, trust gap, commitment gap. If the renaming or relogo-ing is simply going to increase those gaps, it might be wise to try some 'beyond branding' first - actually listen, actually engage, actually change.
Once your relationship has evolved, you may both both get a sense that the old brand-title doesn't quite fit. Then and only then should you change.
Oh yes! I remember the ebranding exercise undertaken by ntl. Completely pointless, and damn expensive. Our current MD, Ibelieve has more sense and genuinely wants to improve. Tomorrow, I (and a few hundred others) get the pep talk. Watch the space above.
Posted by Paul Goodison at August 5, 2003 01:39 PM | TrackBack