Orange Is The New Browns

(Photo: Almost Sacked, by flickr user Jim Harper via Attribution 2.0 License)

This coming April, the Cleveland Browns will roll out their new, redesigned uniforms. This on the heels of the unveiling of their new helmet and Dawg Pound logo.

The new helmet was redesigned after a two-year process that included multiple executions and quite a few focus groups. Everybody from the front office to the graphic designers caught the wrath of fans. I can’t say as I’m impressed, especially after all the hoopla ad press associated with this amazing event, but the statement from team president Alec Scheiner explained: “Certain things you want to pay homage to. Push forward but don’t lose track of our tradition.”

Sometimes, a rebrand or update is a good thing (See Pepsi-Cola, Microsoft, Holiday Inn or even Apple and UPS for example). An outdated image can do great harm for your brand.

But if your brand (which includes public perception, community involvement, business practices among others, and all it stands for) is in a good place, why rebrand?

Effective brand strategy depends on managing interaction with your advocates. At Delucchi Plus, we help clients manage brand portfolios from strategy development to tactical allocation of resources. Every new campaign starts with a strategic process. So, before you go down the rebrand road, give us a shout and we’ll tell you whether you need it or not and how much you need to tweak or change.