Thinking of rebranding? Think again

When it comes to rebranding I have one word for you. Monday. It was in fact a Monday in 2002 that the (then) PricewaterhouseCoopers spun off its consultancy arm under a new brand, the aforementioned ‘Monday’.

The jokes wrote themselves then as they do now and as the BBC news website announced in its obituary on 31 July 2002: “MONDAY passed away quietly on Tuesday after a short but controversial life.” It was a terrible name and a silly concept for a reputable accountancy firm with such a strong history.

Even for a start up, think twice before you undertake a rebrand, consider the value of the business you have already created and the reputation you’ve built in your market. Can you afford to throw all that away because someone suggested you could do with a better name and logo? …

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