The other evening I was watching a bit of TV and saw the latest Kronenbourg1664 advert and was bowled-over by Lemmy performing “Ace of Spades” in an altogether new style. I’ve never really been a fan of Motorhead, always preferring Led Zeppelin for this sort of thing but this has really opened my eyes.
My point is, that this is like a musical metaphor for rebranding a company – taking the essence of what is already there and presenting it in a way which is fresh, new and appealing.
So, before you rebrand your business consider are you breathing fresh life in to a classic or are you simply producing a lame cover version?