The Spring season is almost here and, for many of us, with that comes an annual Spring cleaning. Top to bottom, left to right, we clear out the clutter and make room for the fresh and new. Personal lives aside, can Spring cleaning apply to a brand? The answer…is YES! Some companies may need to update their look for a variety of reasons: avoiding a stagnant brand message, revitalizing the corporate image, keeping up with the changes that affect their target audience, and many others. The process is called rebranding and it is an extremely effective tool for marketing, but also dangerous if done incorrectly. Here are a few tips for those of you in need, along with examples of some major successes and failures. We recently found ourselves with a client that needed to rebrand their company. Cotton Heritage, an international 32 years successful apparel company, approached us with the task of changing their entire identity, beginning with their catalog. Here’s a peek at the 2015 catalog that we put together for them:
