<Chains In Motion> Brand by Lucas

„Re-Branding: Old Vs New One Brand’…”
#MarketingPlayBook || 14September2026

Hello, my Friends.
Today’s I wanted say a few words about Re-Branding.

As You know there are Brands like Coach or Club Med who must to ajust to new people, new consumers. They can use some of the old factors but the market situation and „Brand Vibe”, make them need to open for a new world.

On the other hand, there are brands who keep their DNA, but must work with „communication” with modern world. For instance: Kate Spade or Guinness.

Guinness brand in their campaign „LoVely” is putting a Harp Mark, instance of letter V. It’s a bit Visual play and mind riddle. It say to Brand’s Heritage..a Golden Harp…bet the message „LoVely” is nice, cool and sexy…It’s a „good shot” of the brand team.

But let’s back to distinction:
When to change & when notChange Brand..

• From my observation those who are supposed to change like Club Med
• are in the situation when there’s was a major shift in those consumers „whom set the tone”.
• Pacemakers, there are always a some group the most evolving in brand’s community
• that’s why U should not only separate on younger, mature and older group..but as well which from three of them..in each group..who are „pace givers”
• it’s important
• U must not only eXcel your community..but for sure „Feel them”!!
• On the other hand, when Re-Branding is about rather new style of communication and keeping Company’s DNA
• it’s the situation when your pacemakers are „still feel your brand” But maybe you change CEO, or maybe new product is becoming a brand itself
• or when new market situation occurs…maybe new leader is on the sight..

It’s fun to Re-Brand, it’s fun to refresh company’s vision, values or design. Life’s changing so on the line age we are putted in different situations.

Flexibility is a key. And Wisdom 🙂 😉

My Humble Words…

by Lucas

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