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Of Rebranding
By: Dwayne W. Waite Jr.
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There are two rules of advertising that we like to follow:

1. Do No Harm
2. Stay Consistent

But sometimes you have to break your own rules. We remember the rules of writing that Orson Welles presented to the creative community, and his final rule was to break all other rules when necessary. When it comes to saving a good or service, sometimes brands must do what they need to do.

Enter rebranding.

Rebranding is not and should not be considered a bad word. In some cases, like the companies you are about to see, rebranding was crucial to their success. Sometimes rebranding gets a bad rep because it makes the marketing and executive team look like they lack direction, like they are confused about their audience, and then it alienates those who are actually staying loyal to the current brand.

Below is an infographic that shows that sometimes it is better to break the rule of consistency and change it up. We found this infographic at AgencyPost, who found it at WebHostingBuzz.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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