When you see the splashy photos of another eye-catching brand refresh hit your feed, it’s easy to start wondering whether you could crush your targets with a shiny new logo. But brand refreshes are notoriously difficult. How do you know if your brand needs updating? And if it does, how do you navigate the process successfully to maximize your ROI? This keynote will give you a clear framework to answer the following questions:

• Does your brand have opportunity that a refresh can deliver on?
• How do you determine what to invest in a brand refresh?
• How do you get out of your head and into your audience’s world?
• How do you leverage the brand equity you’ve built while positioning your brand for a bigger audience?