A rebrand should be viewed as building the fundamental foundation of a business. Without it, growth attempts are superficial and temporary. With a solid brand, the company has a stable base that can support significant scaling and prevent the business from hitting a growth ceiling.

Don't rebrand for the sake of it. A successful rebrand should be a deliberate move to signal a fundamental shift in your business, such as an expansion, a new mission, or a deeper commitment to core values like sustainability. It's an external reflection of an internal change.

A brand's history is a valuable asset. The most powerful ideas for future growth are often rooted in the brand's 'archaeology.' Reviving timeless concepts, like the Pepsi Taste Challenge, and making them culturally relevant today is often more effective than chasing novelty.

When building a brand, differentiate between long-term and short-term elements. The core purpose and emotional connection should be enduring. In contrast, functional and experiential benefits must be constantly refreshed to remain relevant as markets and consumer tastes evolve.

Enduring 'stay-up' brands don't need to fundamentally reinvent their core product. Instead, they should focus on creating opportunities for consumers to 'reappraise' the brand in a current context. The goal is to make the familiar feel fresh and relevant again, connecting it to modern culture.

Brands must identify their non-negotiable "soul"—the central promise to customers. Cracker Barrel's logo change failed because it altered its core promise of "southern hospitality," breaking customer trust. Evolving is crucial, but changing the core is a mistake. Reversing such a change is smart brand stewardship, not capitulation.

The first step in reviving a heritage brand like Chili's is to deeply research its history, founders, and original essence. This historical foundation provides the authentic DNA needed to build a relevant modern brand positioning, rather than inventing something new.

Instead of focusing solely on new promotions, Tim Hortons achieved 17 quarters of growth by fundamentally improving its core offerings, like adding more apples to its apple fritter and ensuring coffee consistency. This builds a solid foundation for future expansion into new categories.

To combat new competitors, iconic brands can create immersive hospitality experiences. A Nike-branded fitness resort would be a powerful PR move to demonstrate cutting-edge performance and re-engage a skeptical public, serving as the ultimate expression of the brand and allowing customers to experience its identity firsthand.