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Congratulations!

Your brand is a CRED Champion.

Well done for building the brand to have high CRED. Brilliant! You’re scoring top marks and getting so much about brand building right. Whatever you do, don’t rebrand!

Your goal is to protect and nurture.

Here are the four steps you need to take:

1. Listen for what’s changing in the market. 

The market moves. The world, the category and the cultural codes your buyers are influenced by evolve. Since you authored your brand diagnosis, what has changed in the market? Proactively listen to analysts, influencers, buyers and leadership. 

2. Know whether your brand CRED is improving.

Having defined what rebrand meant for your business and embarked on implementation, how have everyone’s efforts improved your brand CRED? Are you more cohesive, relevant, easy and different? The people you want to hear from are employees and buyers. Update your brand diagnosis. If you don’t have a brand diagnosis, read chapter 2 of Rebrand Right.

3. Measure the impact of your rebrand and marketing plan.

Be pragmatic, think like a detective to find the answers to your most critical questions and consistently measure the same way. Are you reaching buyers? Are buyers responding? Are buyers engaging? Are buyers considering? What is the impact on revenue? 

4. Feed your plan.

What next? Definitely not a rebrand or a completely new marketing strategy! Listen, debate, analyse, tweak, improve, optimize, adjust, nudge, encourage. Improving your brand CRED takes time, but you know this is what you need to do to keep your brand growing. Just keep feeding your plan.

IN SUMMARY

As a CRED Champion you need to

Keep feeding, protecting and nurturing your brand.

We’re here cheering you on!

 🟢 🎉 🟡 

How to do this

YOUR ESSENTIAL CHAPTERS

Chapter 7 of Rebrand Right provides practical advice on what to listen for, research and measure to keep your brand diagnosis current, know what’s working and what isn’t, so you can feed your plan.

Chapters 5 and 6 will help you think about how to drive the behaviour, decision making, experience and marketing you need to help the brand have the greatest market impact.

Get your copy

How to do this

YOUR ESSENTIAL CHAPTERS

 

Chapter 7 of Rebrand Right provides practical advice on what to listen for, research and measure to keep your brand diagnosis current, know what’s working and what isn’t, so you can feed your plan. Chapters 5 and 6 will help you think about how to drive the behaviour, decision making, experience and marketing you need to help the brand have the greatest market impact.

Get your copy here

“If you’re looking for a definitive guide on how to help your business grow
through effective brand management and strategy then look no further.”

Pete Markey, CMO, Boots, Marketing Week’s Marketer of the Year 2023

"This is the book I wish I’d had earlier in my career. It’s a faultless, foolproof guide to anyone considering a rebrand, brimming with obvious experience, relatable examples and practical steps to follow."

Marisa Kacary, CMO, WilsonHCG

“Contains what you need to define, build, and maintain a brand that resonates with your key audiences and delivers on business objectives.
One of those essential ‘book buddies’ you’ll keep with you for a very long time.”  

Leo McCloskey, CMO, Echodyne Corp.

"Effective marketing teams need a playbook to establish a common understanding of brand strategy, but more critically, a practical methodology to implement the grand vision. This is the first book to do both and will be indispensable for any organization."

Anil Gadre, Advisor & CMO

"A step-by-step guide to rebranding the organisation in a cohesive, holistic way,
in support of business growth.

A must for any business bookshelf!” 

Amanda Jobbins, CMO, Vodafone Business

 

 

"A definitive guide on how to help your business grow through effective brand management and strategy.” 

Pete Markey, CMO, Boots,
Marketing Week's Marketer of The Year 2023

"This is the book I wish I’d had earlier in my career. It’s a faultless, foolproof guide brimming with obvious experience, relatable examples and practical steps to follow."

Marisa Kacary, CMO, WilsonHCG

"There’s no better book to help you lean into the power of what a marketer can do to help drive the growth of a business. Must read!" 

Gabie Boko, CMO, NetApp

“Rebrand Right was the perfect resource for me and my team as we approached the first rebrand of our organization’s 25-year history – we had to get it right. Fairley and Robb have written a masterpiece.. A must-read for every marketer!”

Kayci Evans, Head of Marketing and Brand Partnerships, Evil Geniuses

"A step-by-step guide to rebranding the organisation in a cohesive, holistic way, in support of business growth. A must for any business bookshelf!"

Amanda Jobbins, CMO, Vodafone Business

"I have never encountered a book that offers such clarity and confidence in navigating a rebrand in a controlled, calm and structured way. I can easily see myself revisiting this book to re-read it. ...for anyone serious about leveraging brand strategies to win customer loyalty and drive growth."

Lucy Murphy, Chief Growth Officer, Linklaters LLP 

MEET THE AUTHORS

We're Sarah & Rachel


We've dedicated our careers to strengthening brands. Close to 100 at last count across the A-Z of industries. We've worked as marketing leaders and brand strategists in some of the world's largest businesses and branding agencies. But in the early days we weren't always sure we were making the right changes to drive business growth.

What we always wanted was a clear, step-by-step process identifying why and how to make successful changes to a brand within a business, with all its politics, idiosyncrasies and resistance to change. But we’ve had to figure this out ourselves – the hard way.

We hope this book will make it easier for you. It’s really clear and practical. It draws on our breadth and depth of brand-building experience and the latest thought-leadership on how brands actually help businesses grow. It shares specific and practical details of how to diagnose, define and deliver your rebrand.

Contact us