HomeResearch Articles Inside the SiriusDecisions Brand Lifecycle Framework: Rebranding Triggers

Inside the SiriusDecisions Brand Lifecycle Framework: Rebranding Triggers

  • In the context of the SiriusDecisions Brand Lifecycle Framework, a trigger is what tells a company to commence a rebranding initiative
  • The decision to rebrand should be made only after other options for improving reputation have been considered
  • Ensuring that triggers are supported by evidence prevents unnecessary or “vanity” rebrands, which are costly and disruptive
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