Thinking About Rebranding? Change is Good...
Well, Change is good especially when the look, feel and importance of a beloved brand becomes dated or is inconsistent with its changed context or intent. The brand attempting a new avatar should always extend its original essence unless it is a deliberate shift from an earlier negative connotation or such. Hence, the brand makeovers are essential whether it involve a slight refinement or a deep overhaul with a radical image shift. A brand image building exercise takes a long time and the attempts to refining or redefining it should be a result of a well thought out strategy that changes the customers' perception holistically.
Brands are sending out messages incessantly, about themselves, their vision, products and all the good-to-know things. However, this only lends itself to the joy which the communication/product or the ownership allows, there is no other delight unless the brand intends on pleasantly engaging with the consumer and that creates brand stories and a special connection, which doesn't fade away easily. This exactly is what tips the balance in favour of customer delight over mere customer satisfaction.