Are you the same person you were 20 years ago? Of course not. We all need to change and grow in order to prosper — and the same applies to brands.
But just as with personal change, when change to a brand happens too abruptly, or heads in the wrong direction, it can be wildly counterproductive... and the history of branding is littered with cautionary examples.
So in this issue, we take an in-depth look at how to reinvent and reinvigorate a brand in the right way; building on existing brand equity and extending it, without throwing the baby out with the bathwater.
Oh and, by the way, when we say ‘in-depth’, we mean it. If you prefer short and snappy list features, then by all means head to the internet, where you’ll find them in abundance. But this magazine has always set out to provide comment and analysis that’s a little more heavyweight, nuanced and professionally focused, via longform articles that gather insights from some of the industry’s most respected experts. And our main cover story ‘The Art of the Rebrand’, brilliantly written by recent ex-editor Nick Carson, delivers all of that and more.
And that’s just for starters. This issue is packed with branding insights, including a report from Emily Gosling on the use of illustration in branding (page 58); details of how Bruce Mau Design goes about uncovering a brand’s core mission (page 76), and the tale of how Jo Graham Consulting and Studio Sutherl& breathed new life into a 226-year-old shoe brand (page 82).
But Computer Arts is not just a two-way street: we want to hear about your branding stories too! Good work deserves recognition, and entering our annual Brand Impact Awards, which are open for entries until 5.30pm on 1 June, is a great way to achieve it. So please head to brandimpactawards.com today, and submit your best work!