Avoiding rebranding could cost your business dearly

Here we go again with the old argument that rebranding costs too much dosh.

Czech Airlines’ decision not to go the whole hog with its identity revamp, has a familiar ring to it (see Voxpop below).

Isn’t it time someone – possibly the Design Business Association and its friends in client organisations – told businesses that it need not cost extra to review their branding? It can cost the business dearly if it doesn’t.

Also, once it has committed to a new image, it makes no sense for a company to limit the roll-out. It’s going to need new stationery, signs and the like, through general usage and wear and tear anyway. So where’s the extra cost in that?

Paul Whitehead, Independent consultant, London EC2