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Our Perspective

What this means for leaders navigating growth, change or transformation in their organisation.

Redefine Adoption

A rebrand only lands when behaviour changes, not when guidelines ship. If people default to old choices, your new promise is invisible to customers and hard for teams to execute. Focus on how the system performs: speed of approvals, first‑time‑right rates, and whether teams choose the new patterns without being chased. This moves the conversation from “Have we launched?” to “Is the organisation now easier to operate and simpler to buy from?”

There’s also a commercial edge. Kantar finds that consumers pay, on average, 37% more for brands they perceive as meaningfully different, which is exactly what a well-executed rebrand should make legible and consistent across touchpoints.

Metrics That Move

Treat adoption as a portfolio of leading and lagging indicators. Calibrate a small, non-negotiable set and review relentlessly. In our experience with growth-stage organisations, the strongest scorecards combine how work flows inside with how value is created outside.

• Macro: share of revenue now transacting under the new brand; time to retire legacy assets; average deal size and win rate in target segments.
• Micro: proportion of live materials updated; enablement completion; first-time approval rate; rework hours avoided; template usage.
• Market: prompted and unprompted awareness in priority audiences; search interest and share of voice for new names; early adopter Net Promoter Score.

Sequencing The Rollout

Adoption rarely arrives in a single wave; it builds through sequenced decisions. Start by locking the elements that propagate fastest—naming, messaging, and templates—then phase higher‑complexity assets where dependencies are high. Measure cycle time from brief to live by region or team; you’ll surface friction that branding alone can’t fix.

Tie this to value creation moments. Track price realisation on renewed contracts, and whether clarity shortens discovery or reduces proposal iterations. Kantar reports that brands with strong “Demand Power” capture roughly nine times more volume share, a reminder that the aim is market pull, not just internal compliance.

Leadership Levers

Leaders set the conditions for adoption. Define what’s non‑negotiable, where teams have choice, and what will be retired by when. Then align incentives so the easiest path is the right path.

• Make the operating model explicit: who approves what, in what order, and on what criteria.
• Instrument the system: dashboards that show adoption by owner and value impact by segment.
• Govern naming with care: fewer exceptions, clearer rules, faster decisions.
• Close the loop: share “before–after” wins so teams see the payoff in their work.

When adoption is measured through behaviour and value, the rebrand stops being an event and starts compounding into pricing power, faster cycles, and category momentum.

Sources:

• Get an equity booster: How Meaningful Difference supercharges growth — Kantar
• Modern marketing dilemmas: How can you prove marketing adds value to your brand? — Kantar

1. Piloting a Rebrand in High-Stakes Moments
2. Phasing a Rebrand to Prevent Sales Disruption
3. Rebrand Resistance: Strategies for Meaningful Change