Rebrand and refocus


The article underscores the critical need for companies to consider rebranding amidst a rapidly changing business landscape, influenced by economic shifts, technological advancements like AI, evolving worker demographics, and changing consumer preferences. By strategically repositioning their brand identity and messaging, businesses can gain a competitive edge, adapt to emerging markets, and foster trust among consumers. Leveraging over 20 years of experience, the author offers actionable insights and solutions to help CEOs navigate the complexities of rebranding and capitalize on emerging opportunities. If considering a rebranding initiative, readers are encouraged to schedule a complimentary consultation for personalized guidance on how to proceed effectively.

Why the Economy, AI, and Changing Demographics Make Now the Time to Rebrand

In today’s rapidly evolving business landscape, companies face numerous challenges and opportunities. One such critical decision is whether to undertake a rebranding initiative. While rebranding is not a new concept, the convergence of factors such as the economy, artificial intelligence (AI), changes in worker demographics, and evolving consumer desires have made it more crucial than ever for companies to consider rebranding. This article explores the significance of these factors and delves into why now may be the opportune time for your business to rebrand.

Business Rebranding – Economic Considerations

In an era of economic fluctuations and uncertainties, rebranding can serve as a strategic response for companies. A well-executed rebranding effort enables organizations to create differentiation and gain a competitive advantage in the marketplace. According to a survey conducted by McKinsey & Company, 76% of executives believe that brand and reputation are key assets that contribute to long-term financial success. By repositioning their brand identity and messaging, companies can better adapt to emerging markets and globalization, allowing them to connect with a wider audience and remain relevant in a rapidly changing economic landscape.

Business Rebranding – AI and Technological Advancement

The advent of artificial intelligence and technological advancements has revolutionized the way businesses operate. Automation and changing job roles have disrupted traditional business models, requiring companies to reimagine their brand to align with these new paradigms. According to a study by PwC, 72% of business leaders consider AI to be a business advantage. Rebranding efforts can help companies leverage AI to enhance customer experience, streamline processes, and deliver personalized solutions. However, it is essential to address privacy and ethical concerns associated with AI to build trust and maintain brand integrity. A survey by Edelman revealed that 81% of consumers consider trust in a brand to be a deal-breaker or deciding factor in their purchasing decisions.

Business Rebranding – Changing Worker Demographics

multigenerational workforce

The composition of the workforce is undergoing a significant shift, with millennials and Generation Z taking center stage. These younger generations bring their unique values, expectations, and demands to the workplace. According to a survey by Deloitte, 64% of millennials believe that a company’s purpose goes beyond profit-making and that they are more likely to stay with a company if they have a strong sense of purpose. To attract and retain top talent, companies must align their brand image with the evolving desires of these demographic groups. Rebranding can play a vital role in fostering diversity, promoting inclusivity, and creating a workplace culture that resonates with the changing worker demographics.

Business Rebranding – Evolving Consumer Desires

evolving consumer desires

Consumers today are more empowered than ever, thanks to the power of social media and digital marketing. They seek personalized experiences, customization options, and brands that align with their values. According to a survey by Accenture, 91% of consumers are more likely to shop with brands that provide relevant offers, recommendations, and personalized engagements. Rebranding enables companies to recalibrate their strategies to meet these changing consumer desires. By leveraging social media platforms, incorporating customer feedback, and embracing sustainable and ethical practices, companies can build a strong brand presence that resonates with their target audience.

In conclusion, the convergence of the economy, AI, changing worker demographics, and evolving consumer desires has created a unique environment that demands companies to reevaluate their brand strategies. Business rebranding can provide a powerful solution to navigate these challenges and capitalize on emerging opportunities. According to a report by Brand Finance, companies that undergo a rebranding initiative typically experience an increase in brand value by an average of 12%.

By seizing the present moment, companies can differentiate themselves in the market, harness the transformative potential of AI, attract top talent, and meet the evolving desires of consumers. It is indeed the opportune time for companies to embark on a rebranding journey and shape their future success.

How SMG Helps Our Clients to Meet These Challenges

For over 20 years, I have helped CEOs accomplish their business rebranding goals. Much of what I’ve learned about this topic comes from up close and in the fieldwork consulting work with leaders from Inc. 5000 companies, mid-cap companies, and startups. 

As an author and columnist for, I constantly search for studies, surveys, real-world examples, and techniques to help my clients achieve stronger rebrands that keep them on trend, on brand, and up to date with the marketplace. 

If, after reading this article, you find yourself thinking, “yes, I get it. I need to hire a rebranding agency to help me with this,” but are in a quandary about how to get there, consider booking an initial consultation with me at no charge. 

I will review your current brand before our call and give you at least one or two specific ideas you can use to rebrand: no sales, just useful information, and insight. You can book a session with me here.