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undergo a brand refresh: perhaps your category is shifting, disruptors are stealing share, or your assets are dusty and outdated.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
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