Rebranding is one of the most expensive decisions a business can make. Before you pull the trigger, it’s worth asking a more important question: is your brand actually broken, or does it just feel that way to you?
Ask ten marketers what their non-negotiable is and you will get ten different answers. Mine is always the same: branding. Here is why it underpins everything else you do.
You can build a flawless strategy, hit every channel, and nail the messaging. But if the people behind it do not genuinely believe in what they are promoting, it will underperform. Every time.