There are many reasons a brand’s leadership team might decide on a rebrand.
More often than not, rebrands are reactionary and happen as a result of lower than expected results which could mean low brand awareness, low market share, low sales and low revenue.
But rebrands are not always a strategic decision based on poor performance.
Quite often rebrands happen as a result of good performance and subsequent opportunities to grow and expand into bigger markets.
The Mailchimp rebrand is a great example of this (which I’ll touch on a little later).
Let’s take a look at some common reasons for repositioning.