Brand Makeovers

Certainly, there may be legitimate reasons to redo your brand, but understand that it's a difficult and complex process requiring thought and expertise to execute. Making an abrupt change and unveiling a new creative or merchandising concept could devastate your sales.

If response is suffering on the acquisition side, carefully evaluate your current offerings, branding efforts or creative concepts. And if response from your housefile is suffering, or average order values are declining, you may need to refocus your brand, merchandise or creative efforts. But rather than do a wholesale re-branding effort, you simply may need to bring your catalog back to its roots.