Re-Branding – The two most important aspects to evaluate – Context and Relevance

Rebrand

-by Ram Gudipati

Context: Understanding the environment, the circumstances and the customer expectations within a category are extremely important. Every category has growth drivers and the ability of the brand is to harness these growth drivers to create meaningful associations around the brand. Customer expectations keep changing from time to time. While trust and reliability for a brand are built over a period of time what may not be highly relevant is the core offering and how it is being delivered. Therefore the second most important aspect is relevance. How relevant is your brand today and in the near future will determine customers views about your brand.

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Infosys is a case in point finding its core promise. While the essence of brand may not change, what will certainly go through a change will be about creating relevance in the current context. Infosys in 2011 launched what they termed as 3.0 building tomorrow’s enterprise. What apparently happened as per the article below is the absence of internalization of this promise. This brings us to a different topic of branding. Internalization of a brand. (Will write a separate article covering this subject)

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Infosys or any other brand across any category has to first look at understanding the context in which they operate. The closer a brand is to the drivers of the category the more relevant it becomes to customers. It is not just in technology space but holds merit for product branding, service branding and corporate branding. The farther away you are from these core drivers the lesser relevant your brand becomes. Take for example Blackberry in mobile phones. While the world was getting smarter in technology, scree sizes, usability etc Blackberry did not evolve with time and hence became irrelevant. No matter how large an organization or a brand becomes, if the context and the relevance is not in place the brand can begin to loose ground ten times faster than what it took to build.