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What are some ideas for reviving a tired brand?

Re-Energizing a Tired Brand

Freelance marketing professionals are sometimes brought in to a company to help revive a brand that has lost its allure. This is one situation where a freelancer can be of great value, bringing a fresh set of eyes to assist those who are steeped in the product day in and day out. Here are some ideas for giving a brand a makeover:

Examine the product itself. Is it relevant to today's market? Is the customer base aging or drifting away? Sometimes a new product is needed, not a new brand.
Don't try to please everyone. Get a clear picture of who your target customer is and then market to that customer.
Don't change things that work. If customers love and respond well to your product's name, keep it and emphasize it.

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