CG Life in Forbes: “Rebranding After A Company PR Crisis? Here’s How To Do It Right”
A total rebrand is necessary when a crisis has so tarnished the reputation of a company or product that there is no chance of recovering brand loyalty or affinity. In other words, when the brand is detrimental to sales, it’s time to change. Rebranding demands that the new brand must be viewed through the consumer’s eyes, not those of management, and must specifically address their objections.