Times change, businesses change, consumer interests change, culture changes, and sometimes brands need to change, too. If your brand faces one or more of the events in the following list your brand strength may be at risk and a brand update may be in order:

• Major business changes

• Major market changes

• Change of ownership or leadership

• Rapid market or product line expansion

• Major product, channel, or strategic diversification

• A merger or acquisition

• A brand identity that’s out of step with current market and cultural tastes and trends


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