branding The rise of corporate rebranding

[Lox]

Between the lines: To remain competitive and keep up with the pace of business transformation, brands typically need a refresh in voice or appearance every five to 10 years, advise Lippincott brand strategists.

• "Companies often need a visible marker of change. Sometimes that can mean repositioning themselves or launching a bold new look that's a major departure from where they've been, but signals where they want to go," says Hawker.

Zoom out: Most brand strategy is now taking place on social. Platforms like TikTok have provided more creative runway, and Duolingo, Dunkin' and Taco Bell have seized the opportunity.

• Plus, strong brand loyalty and buzz across social can create a halo effect around the employee experience.

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