FEATURE
Having just completed our own rebrand , relaunching Episerver as Optimizely following our acquisition of the latter in 2020 , we are well aware of both the challenges and opportunities involved in such a step .
Our rebrand was fuelled by our desire to elevate our already well-known brand with the benefits and credibility offered by the acquisition – combining both businesses to create a stronger , more capable force . By bringing together two digital experience powerhouses , each with its own personalisation , content and optimisation strengths , we can now offer our customers an even stronger combination of user and site-level data , giving them the data-driven insights they need to understand what is happening in each digital experience and continually optimise their content .
A rebrand can bring many opportunities for businesses , and it , of course , brings challenges . Having just navigated a successful rebrand , Kirsten Allegri Williams , Chief Marketing Officer ( CMO ), Optimizely , has top tips on the best way to move forward and how to identify the critical business driver and set clear objectives .
A rebrand can bring an array of opportunities for businesses – especially after a merger or acquisition – including the ability to connect with new audiences and deliver new and enhanced product and service offerings . But changing the identity of a brand is much more than simply swapping out a name or updating a logo – behind the decision to rebrand lies a multitude of other considerations , regarding ethos , ambition , capability and approach .
Since our brand relaunch , I have taken a look back to see where our strategy excelled , the key challenges we faced and the types of metrics that will enable us to measure our success going forward .
NAVIGATING A SUCCESSFUL REBRAND
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