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