It is often harder to reinvent a brand than it is to revive a brand that is alive but has been more or less forgotten.

Question

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When a brand is completely forgotten, there is no existing perception or image of the brand in the minds of consumers, so it can be easier to create a new image and message for the brand. However, when a brand has an existing image and perception, it can be challenging to reinvent it without losing its core identity and alienating loyal customers. Reviving a brand that has been forgotten may require some effort to remind consumers of the brand's existence, but it can be easier to build on an existing foundation of brand awareness and identity.

It Is Often Harder to Reinvent a Brand Than It