Brands can date and a refresh can help to attract new customers. It all hinges on how much equity there is in the brand and how well an organisation is performing.
Most of the time it’s about evolution not revolution, i.e. refreshing or updating the brand rather than reinventing it, as it’s important not to alienate the existing customer base. It’s very rare that an organisation may want to adopt the latter but this approach is usually taken to cut any ties with the existing brand and what it stands for.
A brand refresh campaign can invigorate and ad energy to an organisation to make it more competitive and can play dividends if approached in the right way.