When's the right time to revitalize a brand?

Advice from marketing executives at Denny's, American Express, and Deluxe Corp, among others, on when and how to breathe new life into a brand in the US.

Given how quickly the consumer and advertising landscape has evolved in recent years, astute marketers are asking themselves some form of the same basic question: Is my current brand the right fit for today's market or is now the right time for a brand revitalization?

The good news for any CMO pondering this issue is that the barriers to a complete brand overhaul are far less than they have been in the past. "The ability to do so is far easier than it ever was because so many brands have large portions of their assets in digital, which makes it...

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