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Brand Reboot

A BRAND REBOOT is one of the services offered by Glass Tower. It's not the same as a rebrand by any means.

Rebranding can be clumsy, not enough, or often too brutal in taking things too far. This becomes that. And because of the nature of the task, sometimes the baby can get chucked with the bathwater. Rebranding is about readdressing the appearance, the outward identity. It's leaping boldly forward (and many times there's a place for that). But sometimes the way forward is to go in reverse.

A BRAND REBOOT is just that. It's going back and looking at the core, stripping away the unnecessary and reinterpreting the values in a new way. Taking everything away, staring at the clean slate and then reinstalling what you want in the most current form.

Think Batman, James Bond and Star Trek - reboots all of them, and incredibly successful. You take the core elements and rework them. Some bits may get left off. But, by and large, the important elements are all there. Daniel Craig isn't trying to be Sean Connery, yet he's not totally different either. He hasn't turned into another character and has still got the essence of Bond, but in a totally fresh and contemporary manner.

Batman is on his fifth or sixth life. Same bat, different interpretation. It's a fresh angle, taking a new perspective on the same central values. We've also recently done this with a couple of brands. There are elements within the identity and the work, that encapsulate the essence of the brand, but they've been modernised and reinterpreted for a different marketplace. A progression forward, achieved by going back, deconstructing and then re-emerging in an updated version.

Let's not forget Alice in Wonderland. Totally the original characters. Totally new. Totally today.

In today's market, you've worked so hard to get any brand equity and the current media environment makes it expensive, if not impossible, to replicate that. The clever thing is not to rebrand, but to reboot. Don't lose the key factors and stay true to the soul of the brand, but not necessarily the execution. People will see the continuity and stay loyal - you might even attract new consumers too.