Functional drivers

To improve branding functionality

Functional drivers include ...
-  correction of a weak, misleading or me-too name  
-  a dated, inappropriate or otherwise ineffective logo
-  a legal mandate
-  or to exploit an extraordinary advertising success. 

Driving purposesCommunication goals

Name weakness

Increase name impact & recall

Name confusion

Increase name differentiation

Design weakness

Increase visual strength/quality

Advertising breakthrough

Incorporate the advertising element

Legal requirement

Retain or transfer brand equities