By Mindi Chahal

Redesigns, refreshes and rebrands are rife across various sectors as brands look to change perceptions of products and services. The latest was from Google last month, which updated its logo for the first time since 1999 and rebranded its holding company as Alphabet.

Brands such as Bernard Matthews, Gant and Gett, formerly Get Taxi, are also running various brand campaigns to solidify changes the companies have made to names, products, logos and packaging – but what prompts a redesign, what is the internal process behind pushing it through, and are marketers always in the driving seat?

Decision from the top

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Source: Marketing Week