The article discusses the risks and rewards of rebranding, especially as highlighted by the Brand Impact Awards. Rebrands can rejuvenate a brand but can also lead to backlash if the new image diverges too much from what made the brand beloved. Richard Hunt, director of Liquidation Centre, critiques various rebrands—particularly PrettyLittleThing's failed attempt at a mature aesthetic, which alienated its younger audience. He warns that significant shifts in brand identity can cost businesses their loyal customer base and diminish goodwill accumulated over time.
PrettyLittleThing's shift from vibrant branding to minimalism backfired, alienating its core audience and highlighting the danger of straying too far from brand identity.
Richard Hunt emphasizes that a successful rebrand should retain elements that initially attracted customers, as losing these can dismantle established loyalty and goodwill.
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