Stop Destroying Your Brand Equity (And Calling It a Rebrand)
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Stop Destroying Your Brand Equity (And Calling It a Rebrand)
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概要
Learn from F1 and Harry Potter that most rebrands don’t fail. They erase.
They wipe out years of accumulated perception, then call it progress.
On this episode of Brandy, brand strategy is reframed as an issue of asset allocation, not creativity.
Reilly Newman and Scott Saunders of Motif Brands introduce a different model: Scaffolding and Recursion.
Instead of digging for new meaning, you build from what already exists.
You use your brand’s foundational truth as foundation to scaffold, then recursively reinforce it with every move, so perception compounds rather than resets. Like deliberate 'canon' in fictional stories.
This is the difference between brand architecture and brand archaeology.
Using examples like Apple’s alignment with Formula 1, the structural strength of Harry Potter as intellectual property, and the breakdowns behind Jaguar’s rebrand, this episode explores how brands either build leverage... or destroy it.
Because brand isn’t design.
It’s perception stored as intellectual property.
And the companies that win don’t reinvent themselves.
They compound.
Have a brand marketing question?
Reilly & Scott will answer it on the next episode!
>> Ask Here: https://forms.gle/S237AyoG1vj9Wfzj6