Communications in a Successful Brand-Led Business Transformation

It seems just about every company is reinventing its brand these days, from a simple refresh of its logo and visual identity to a full-on rebranding with a new name and updated business purpose. 

Recent examples include:

• Elon Musk rebranded Twitter to X this past summer.
• Overstock.com recently purchased the intellectual property of Bed Bath & Beyond and assumed its name to overcome an outdated liquidator positioning. 
• And everyone knows how Facebook rebranded its parent company to Meta allowing it to pursue the virtual reality frontier without the Facebook brand baggage.  

The rebranding trend is widespread. In “The State of Brand Measurement,” Hanover Research found 75% of businesses had done work on their brands since 2020 supported by an UpCity survey that reports 51% of businesses changed their branding since COVID-19. 

Leveraging a company’s brand — arguably one of its greatest assets — as the lever for stimulating growth is an increasingly accepted business transformation strategy.