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How Long Should Rebranding Take? from Dixon|James Communications

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We are often asked how long a rebranding initiative should take? While there are many factors specific to each company or organization that will influence the timeline, this presentation outlines the general categories of activities in a rebranding effort and how long you should allow for successful completion or each.

Published in: Marketing
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How Long Should Rebranding Take? from Dixon|James Communications

  1. 1. HOW LONG SHOULD REBRANDING TAKE? DIXON | James Rebranding Xperts
  2. 2. TRANSFORMING AND REBRANDING AN ORGANIZATION TAKES CONSIDERABLE TIME. BE PATIENT AND TAKE THE APPROPRIATE TIME TO REBRAND PROPERLY VERSUS QUICKLY.
  3. 3. / ‘I J = - 1 REBRANDING SHOULD ALWAYS BE VIEWED AS A STRATEGIC GROWTH ACCELERATOR.
  4. 4. PLAN THE I APPROPRIATE TIME TO OPPORTUNISTICALLY SJ DESIGN AN WK EXCITING, FOR WARD-L ING ORGANIZATI LOAOEO WITH OPPORTUNITY.
  5. 5. I TIMING IS MOST U AFFECTED BY YOUR 3-. INTERNAL «~w»S STRUCTURE AND ABILITY TO REACH STAKEHOLDER CONSENSUS.
  6. 6. RST, H HANGE REA UR ORGANIZATIO
  7. 7. THEN BUILD AN 8T0 20 MONTH TIME FRAME TO BRIN YOUR G NEW BRAND TO L HT.
  8. 8. MONTHS 1-2. BUILD THE CASE FOR REBRANDING OUTLINE THE NEED FOR REBRANDING AND THE REPERCUSSIONS OF NOT. ALIGN LEADERSHIP AND CONFIRM THEIR COMMITMENT TO SUCCESS.
  9. 9. MONTHS 2-4. NEW BRAND DISCOVERY CONDUCT INTERNAL AND EXTERNAL RESEARCH TO GAIN CLEAR UNDERSTANDING OF YOUR CURRENT EQUITIES AND FUTURE OPPORTUNITIES.
  10. 10. MONTHS 3-6. NEW BRAND PLATFORM CREATION ARTICULATE NEW BRAND ESSENCE, PURPOSE AND ATTRIBUTES, NEW NAME, TAGLINE, NEW LOGO AND VISUAL IDENTITY.
  11. 11. MONTHS 2-8. NEW BRAND ACTIVATION ALIGN EMPLOYEES TO DELIVER BRAND THROUGH WORDS AND BEHAVIORS. PRODUCE ALL NEW MATERIALS, LAUNCH WITH A BANG.
  12. 12. RAND§UEssFuLLY!
  13. 13. DIxonIJames Rebranding Xperts Jim Heininger jim. heininger@dixon-james. com www. rebrandingxperts. com

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