Innovation | Branding | Customer Experience

Digital Roundtable

The Refresh Done Right

Is your high-stakes brand refresh really fresh?

There are plenty of reasons to undergo a brand refresh: perhaps your category is shifting, disruptors are stealing share, or your assets are dusty and outdated. But there are plenty of bad reasons to do one, too. (No, you can’t simply “be bored” of your brand.)

In a deep-dive discussion with LPK Creative Directors Mark Westbrook and Claire Keys Pytlik, and Head of Marketing at Cincinnati & Hamilton County Public Library, Chris Rice, hear how the team successfully broached a refresh for CHPL—a beloved brand that hadn’t been touched in 20-some years. You’ll hear fresh insights on how to build your dream internal team, bring stakeholders along on the journey, field differing opinions and build a creative system that not only flexes to changing consumer needs, but propels your business forward.

Published June 28, 2022 

Hosted By

Mark Westbrook
Mark Westbrook
Creative Director
Claire Keys Pytlik
Claire Keys Pytlik
Creative Director
Chris Rice
Chris Rice
Head of Marketing, Cincinnati & Hamilton County Public Library

Watch Now

More of Our Thinking

More Roundtables

01. LEVERAGING COUNTERINTUITIVE INSIGHTS 02. DEBUNKING INNOVATION MISCONCEPTIONS 03. ACCELERATING POST-ACQUISITION GROWTH 04. YEAR 1 INNOVATION SUCCESS 05. NEXT-GEN CPG A NEW PLAYBOOK 06. NEW BRAND CREATION 07. PURPOSE VS. PROFIT 08. TRENDS WITH BENEFITS 9. GRASPING THE NEXT NORMAL 10. THE MAKING OF UNION GREEN 11. UNDERSTANDING YOUR CHANGING CONSUMER 12. REASSESSING YOUR INNOVATION PIPELINE 13. THE NEW SHOPPING PARADIGM 14. TAKING THE CREATIVITY LEAP 15. THE MAKING OF VERA HEALTH ​ 16. POST-BLANDING BRANDING 17. TALK LIKE A CHALLENGER BRAND​ 18. LIFE BEYOND 2020 PART I: GLIMPSE 4 WAYS FORWARD 19. LIFE BEYOND 2020 PART II: INNOVATING FOR WHAT’S NEXT 20. LIFE BEYOND 2020 PART III: TRENDS WITH BENEFITS 21. CX FOR THE NEW SHOPPING PARADIGM 22. STRUCTURED TO SUCCEED 23. BRAND STRATEGIES FOR THE MODERN B2B 24. EVOLVING YOUR HERITAGE BRAND 25. HARNESSING DESIRES TO BUILD BETTER BRANDS​ 26. THE SUSTAINABILITY EQUATION 27. ALWAYS-ON EXPERIMENTATION 28. INSIGHTS THAT GIVE YOU EDGE 29. LAUNCH & BEYOND 30. THE FAST-ARRIVING FUTURE 31. The Refresh Done Right
A brand & innovation consultancy
Work with us
Josh Bokelman
josh.bokelman@lpk.com
+1 513 241 6401
© 2022 LPK, Inc. Global Brand Design Agency
Linkedin Instagram Twitter Facebook-f

Get LPK in Your Inbox

 

FIND YOURSELF HERE.

We are a coveted brand and innovation consultancy. A collective of curious minds and creative souls. But this is not simply a place. It’s a direction; a movement pointed ever forward. Here, each of us leads by doing. We inspire our fellow specialists, but also our clients and industry colleagues. The work we create means something and makes something: makes minds change. Makes needles move. Makes watershed moments.

You are different here, and you’ll keep on changing. You will grow here. You will be smart, brave, closer to the truth.

And your transformation will also be ours—a progression paved by following your deepest passions and wildest ideas.

Because here, you own a piece of what happens next. Here, we’re united in the belief that LPK is never finished. We are ravenous for the new, the emerging, the uncharted. We know what we hold sacred. And clinging to that, we charge ahead.

Return to Careers page

Digital Round Table: New Brands for Emerging Categories

 

Digital Round Table: Harnessing Desires to Build Better Brands

 

Online & In-Store Proto-Selling

 

Experiment Canvas

 

Roadblocks to Innovation

 
Subscribe

    • CPG Brand Workshops

     

    Digital Insights

     

    Foresight

     

    Desires Workshop

     

    Desires Canvas

     

    Innovation Platforms

     

    Have a challenge? We’re all ears.
    Let’s talk about how we can partner.

     

    Have a challenge? We’re all ears.
    Let’s talk about how we can partner.

     

    Have a challenge? We’re all ears.
    Let’s talk about how we can partner.

     

    Have a challenge? We’re all ears.
    Let’s talk about how we can partner.

     

    We use cookies. By continuing we’ll assume you accept the terms of our privacy policy.