Rebranding under pressure: organising while everything is moving
CMOs on momentum, internal resistance and the trap of the perfect strategy.
Arjan Kapteijns
Client Partner
Rebranding rarely happens in a vacuum. Mergers, new strategies, shifting markets or changes in leadership prompt organisations to re-examine their brand while the rest of the organisation is in motion too. At a CMO Day roundtable organised by Adformatie in partnership with VIM Group, one question took centre stage: how do you organise a rebranding while everything is moving? Under Chatham House Rules, participants shared their experiences. From subtle brand refreshes to international brand consolidations, one thing stood out above all: timing and internal adoption are often more decisive than the strategy itself.
Momentum versus internal alignment
The discussion around the oval table opens with a classic dilemma: do you wait until everyone is on board, or do you seize the momentum? Most participants acknowledge that full internal alignment is rarely achievable. ‘At some point you have to go. The moment when everyone agrees never arrives,’ says one participant. Particularly when a new CEO or a change of strategy fires the starting gun, a window of opportunity opens that you have to use.
At the same time, moving too fast is not without risk. Several CMOs recognise that decisions are sometimes communicated publicly while the research is still running. That can put the process under pressure and creates tension between analysis and decision-making. Even so, the prevailing view is that momentum often matters more than perfection. ‘You have to work out who has to be on board as a minimum. Not everyone needs a seat at the table, but without a few critical stakeholders you get nowhere.’
Read the full article on Adformatie.nl: Rebranding onder druk: organiseren terwijl alles beweegt
Thank you to all participants for the open and valuable exchange: Sergio Berrenchina Janssen (de Echte Bakker), Kim Potters (AkzoNobel), Cathelijne Hamilton of Silvertonhill - Bouman (Simon Lévelt), Karlien Serrarens (PwC), Michiel de Bakker (Van Lanschot Kempen), Marjan Straathof (DEPT), Ies Vermegen - Jaspers - Jaspers (Allsafe), Peggy Spaapen (Centraal Beheer).
