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B2B by Wilson Chew, Jacky Tai

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CHAPTER 05

Not Everything Can Be Rebranded

 

 

 

 

 

 

REBRANDING is commonly used jargon in the business community as well as in the branding industry. More and more companies are talking about rebranding exercises. You will hear CEOs talking excitedly about the rebranding exercise that they are undertaking which will usher in a new era for the company whereby the brand will be stretched into new market categories. We love that kind of talk from CEOs. It’s good for the economy. You will also hear of branding consultants talking excitedly about the rebranding exercise that they have completed on behalf of a client. They will proudly showcase the brand and rightfully so. We also love that kind of talk because we believe that if more people ...

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