The image of a product, company, organization or individual might get tarnished, outdated, or irrelevant. This is when brand reinvention becomes necessary. When Lady Gaga received a standing ovation from Hollywood A Listers after she sang “The Sound of Music” medley at the Academy Awards, many observers saw that as the culmination of her reinvention.
When a brand loses a significant part of its relevance, fan base, or income – just like what Lady Gaga experienced in recent years – reinvention becomes necessary. Continue reading (Re)Born This Way: The Importance of Brand Reinvention