Brands are like beauty queens: even the most illustrious need makeovers from time to time.Big names overhaul their brands to boost sales by getting back in touch with their original identity, or forging a new and improved one. Not so long ago, Target competed directly with other discount big-box stores. Today, it has a distinct image, affluent customers and powerful market share. Apple was once pigeonholed as appealing to only artists and designers--now the consumers of iTunes, iPods and iBooks crisscross age, income and professional demographics. Following a fatal E. coli outbreak, fast-food chain Jack in the Box's sales slipped faster than a greasy hamburger wrapper down a garbage chute. Since the brand's makeover more than a decade ago, revenue has soared.
Brand makeovers needn't be only in response to dire circumstances. In fact, successful companies of all sizes should revamp their image periodically, says Allen Adamson, managing director of the New York office of Landor Associates and author of BrandDigital: Simple Ways Top Brands Succeed in the Digital World.Content Continues Below
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