3 R’s of a rebrand - Pitch

Hi XXX,

In marketing, there’s a fine line between rebranding and regret.

From Tropicana’s $50M misfire to Gap’s logo backlash, the world is full of rebrands/brand refreshes gone awry. But when done right (think Burger King’s retro revival or Burberry’s return to British heritage), a rebrand doesn’t just protect a brand, it propels it.

So, what separates a million-dollar mistake from a marketing masterstroke?

Strong rebrands are rooted in self-awareness. They come from knowing what your brand has stood for, what it still means to people, and how to move it forward deliberately, not dramatically.

James Fooks-Bale, Brand Marketing Director at Frontify (former Burberry, Alexander McQueen, and Monotype), has a clear framework for brand teams approaching a rebrand: the three Rs of a rebrand.

  • Replace legacy assets that dilute your message or confuse your audience. This might include visual clutter, inconsistent messaging, or old frameworks.

  • Recycle the parts of your brand that still connect. Familiarity is powerful and when used wisely, it builds trust and signals continuity.

  • Reconstruct the experience. This means building new expressions, digitally and physically, that align with evolving business goals, cultural shifts, and consumer expectations.

Would you be open to a bylined piece from James exploring this approach? He can offer practical insights and examples from across sectors. I’d also be happy to send over a short outline or draft for consideration.

Looking forward to your thoughts!

Best,

Alex

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