You're facing resistance from stakeholders on brand refresh decisions. How can you win them over effectively?

I focus on building trust and alignment. I begin by clearly demonstrating how the refresh supports business objectives and responds to current market trends. Engaging in open dialogue is key—listening to their concerns and ensuring they feel heard. I also back up my proposals with data, case studies, and successful examples to provide confidence in the changes. By combining clear communication with evidence, I effectively turn resistance into support, paving the way for a smooth brand evolution.

Facing resistance to brand refresh decisions? Focus on alignment and evidence. For instance, when Singapore Airlines revamped its brand identity in 2018, it demonstrated alignment with customer expectations through extensive market research and pilot campaigns. Highlight data-driven results and industry benchmarks, as seen with Japan's Toyota, which used customer feedback to successfully launch its new vehicle models. Engaging stakeholders with clear, evidence-backed strategies and demonstrating how changes meet their needs can turn resistance into support.

As a Branding Cheerleader for cross-industrial brands, I believe winning over stakeholders resistant to brand refresh decisions requires a strategic and empathetic approach. - Start by actively listening to their concerns and understanding the underlying reasons for their resistance. - Present a clear narrative that connects the refresh to the brand's long-term vision and market opportunities, ensuring stakeholders see the potential benefits. - Facilitate collaborative sessions where stakeholders can express their ideas and contribute to the refresh process, fostering a sense of ownership. By involving them in the journey and addressing their feedback, you can build trust and create a shared commitment to the brand's evolution.

To influence resistant stakeholders in the decision to refresh a brand, firstly explain why the refresh is necessary, this, again should be anchored on market trends catalyzed by competitor activities. Provide proofs that one must follow the current trend and explain potential advantages and values such as higher customer loyalty or sales figures. Outline how the refresh will be done, including the sequence of plans in avoiding much interruption. Provide examples of prior brand refreshes and correlate it to outcomes. Relate prior experiences to the positive results of change to enhance credibility and trust amongst the employees. Remember to leave it open for their feedback to check the alignment.

They might look at it as a change. Convey the refresh as an upgrade. Address their concerns with logic, data, hypothesis, research. Stakeholders are more focused on perceived value, and thus it might take some time to be on the same page