Relaunches that make sense

Brands are like machines, they work or don’t work, but even if they work, they always need small repairs and revisions.

Take a look at Coca-cola. Along its years it has experimented lot of very small changes. From year to year, these changes are almost not noticeable to the consumer eye. However seen from a global perspective changes have been enorm.



Relaunches in a sense are a way to actualize brands, responding to the evolution of society, its sophistication and technification. In a way, brands need to tell stories, and relaunches will allow you to give continuity or adapt that story if necessary.

Furthermore, they will add a sense of vitality and dynamism to your brand. Consumers will think "finally something is happening to Brand XYZ!".

However, in general relaunches will not bring much growth unless you have a serious problem. In my opinion a brand relaunch is justified if we have positioning or image issues, and in any case every 2 or 3 years to actualize it.

Finally, Relaunches might be difficult to understand by your sales organization. They will say, “another Brand Manager, another Relaunch… “. Indeed, relaunches are sometimes abused by marketeers. If you need to do it for minor reasons, try to do it low key, and instead of a relaunch call it a packaging or design improvement. This will avoid you discussions on the form, and allow you to work on the content.

Published by Ignacio Molins