Should you ever scrap a brand and just start again?

Sometimes the more common rebranding strategies of incremental change or reawakening brand heritage just aren't working, and you need to switch up your design thinking and considering starting again from scratch. In this case, you can treat the client almost like a startup. 

But how do you know when you've reached that point? And what should you do about it once you make the decision to scrap an old brand and start again? We spoke to three creative pros to find their tips for starting afresh.

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Nick Carson
Content strategist and copywriter

Nick is a content strategist and copywriter. He has worked with world-class agencies including Superunion, Wolff Olins and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, Pepsi and TikTok. Nick launched the Brand Impact Awards in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.