Strategy
7 min read
Why most rebrands fail in the first 90 days
Tom Hale
Launch day feels like the finish line. It’s actually the start. Most rebrands don’t fail because the design is wrong. They fail because nobody uses it properly once the agency leaves.
The three ways it goes wrong
Old templates keep circulating. New hires never see the guidelines. And the brand slowly drifts back to how it looked before, one off-brand slide at a time.
A brand is only as strong as the least-briefed person using it.
Our 90-day plan
Week one: replace every template. Month one: train every team that touches the brand. Month three: audit what’s out in the world and fix what drifted. Simple, boring, and it works.
The bottom line
Budget for the launch, but plan for the rollout. That’s where the real return on a rebrand lives.
