Unfortunately, there is an all too predictable playbook for launching a corporate brand or rebrand. It borrows heavily from traditional public relations and calls for some combination of a press release, unveiling of a new logo at a largish and often garish event, a fresh website, and coffee mugs or USBs for employees. Needless to say, this is vacuous, fleeting, often expensive, and delivers limited results.
Though a survey on LinkedIn, we found out that just 1 in 3 brand launches succeed. This led us to write a piece in Brand Quarterly and develop an informative infographic. Learn more here.