A Swirl of Change Is Pushing More and More Companies to Consider Rebranding

Why Folgers and Stoli, among other brands, have changed their look and feel recently

By Chuck Kapelke

Several major companies have embarked on rebranding efforts over the past several months, spurred in part by global events and shifting mores in society. The temptation to rebrand can be powerful for marketers, as it represents an opportunity to hit the reset button. However, for a rebrand to work, CMOs must have a deep understanding of their core audience.