When’s the Right Time to Revitalize a Brand?

Advice from marketing executives at Denny’s, American Express, and Deluxe Corp, among others, on when and how to breathe new life into a brand

By David Ward

Determining the best time to revitalize a brand can be tricky, but certain factors signal a need to breathe new life into a corporate identity. Here’s how marketers at Denny’s, American Express, Deluxe, and Tuesday Morning approached revitalizing their brands.