This is a Time Line of a hypothetical rebranding process. Starting with background info harvesting and up to checkpoints in years to come. Substantial work is done in the first 6 months (give or take), but this map shows that brands need constant nurturing and development after the launch as well. Brands die when left on their own.
And then there are some delicate rebranding issues, that just can’t be accomplished overnight and could take years to finish – better have a clear road map for that.
Of course this Time Line is not universal – it is a reference point, each case should be tailored regarding a specific product or brand and its environment. Visualising helps one to grasp an otherwise complicated process.
A downloadable pdf will be available at www.thebrandmanual.com on June 22.