SERVICES

Bringing it back to (redefined) life

Established brands can lose momentum. Life-cycle catches up with them – for any number of reasons.

It may be down to competitive newcomers or manoeuvres. Or to changing user needs or expectations. Or to technological advances.

Recognition that this point has been reached is the first and critical stage. That the time has come to step back and review the way forward.

Much can hang on the outcome.

Securing future commercial value. Or ensuring cost-effective deployment of budgets by halting support that is no longer delivering returns. And redeploying it for more profitable purposes.

In short, knowing when to let sleeping dogs lie. Or deciding whether to invest in change.

The latter conclusion can lead to renewal and extension of commercial value.

But timing is crucial. Leave it too late, and any decline in relevance and revenue performance may be irreversible – and an opportunity lost.

CMD can contribute to giving established brands a new lease of commercial life and value. Help you identify the right strategic and creative approach to their re-launch. And devise the communications programmes to deliver their extended potential.

Our role

We will help you determine whether an existing brand can be profitably redefined and re-launched, including:

• Review and audit of its current commercial context
• Recommendation and rationale for its strategic repositioning
• Development of a creative platform to deliver this revised market role
• Planning and implementation of integrated marketing communications for re-launch