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Helping a brand refresh or reset is a classic problem agencies try to crack every day. While there’s likely many solutions, our Account Director, Rosie Krzyzanowska shares her thoughts in The Drum.
“To tackle a brand in decline you only need to understand one thing – why it lost its relevance.
It could be your brand or product is no longer relevant in the ever-changing lifestyle of your consumers. It could be that the category you play in has become saturated with more relevant (and potentially better) competitors. Or it could be that your brand has lost its cultural relevance.
Dig deep to understand the consumer, the competition and the culture, and build a plan that addresses your relevance issue.
You may need to reposition and rebrand to meet the expectations of your target consumer. You may need to innovate and look at NPD to outmaneuver the competition or readdress your communication to find your voice in an evolving cultural landscape. Relevance is a journey, not a destination. It is iterative. It is relentless. And it requires bravery and vision. But it is ultimately why people choose you. "
