A lot of rebrands have bugger all to do with brand.
They’re logo or name changes. And that’s presuming a rebrand is even necessary in the first place (but let’s not go down that rabbit hole).
If your service is still unreliable and your customer experience kafkaesque, you haven’t rebranded. You’ve just changed the packaging.
With that in mind, myHermes never rebranded. They changed their name –
but the experience stayed the same.
Brand is what people experience, not what you tell them to feel.
By Dave Heywood
A marketer who’s spent his career figuring out how real growth happens – for brands and people alike. He runs Marketing Careers Uncovered, a podcast where marketers talk honestly about the work, the missteps, and what actually moves the needle.
