Rebranding is often necessary when companies plateau, but changing too much risks alienating loyal customers. Logos, color schemes, and messaging may evolve, but credibility is what must remain intact.
MonogramGroup’s Scott Markman explains that the trick lies in balancing evolution with consistency. Brands that succeed don’t discard their DNA—they reinterpret it. Markman highlights that trust is the anchor, and any refresh must be framed as progress, not abandonment.