Are you dead-set on refreshing your brand?
If you’re doing a brand refresh, there’s one key rule: if you have any equity in your brand, don’t throw it away.
Pleeeeeease.
Instead, build on what’s already in people’s minds.
What’s the most distinctive brand asset of all?
Ipsos and Jones Knowles Ritchie did a big ol’ global study to find out. 25 countries. 33 categories. 523 brands. 5,000 brand assets. And 26,000 people.
The core question: did LOTS of people connect the thing to the RIGHT brand?
Then they sliced them into three tiers: gold, silver & bronze.
