PPB September 2019

9 Proven Steps To A Successful Brand Launch Strategy by Theresa Keller C ompanies don’t often stick with their original brands—just look at these examples of famous rebrands: ebay, Marriott, Microsoft, Motorola, American Airlines, Wendy’s, Cadillac and the Tampa Bay Buccaneers to name a few. Some companies don’t even stick with their original names, like Dunkin’ Donuts changing to simply Dunkin’. Rebranding is always done for strategic business reasons, so the rollout of your new brand should be strategic, too. If your company is planning to launch a new brand, you undoubtedly want to make sure that the change goes over without a hitch. So, how can you leverage your existing audience for a successful rebrand without confusing anyone? Here are nine proven steps for a successful brand launch campaign. 74 | SEPTEMBER 2019 | THINK