We all try to reinvent our image, products, and services regularly to keep our brand and offerings fresh, and to meet evolving customer demands. But, if you can’t evolve your product much, what exactly can you do to keep your products on customers’ minds? Come to think of it, has my favorite soft drink or juice really changed in taste in the past 10 years? Or is it the packaging and the 7-figure advertising that keeps bringing me back to it?

Maybe it’s time to update your branding a bit. And if you’re out of new branding ideas, check out what Ask.com is doing. Two years ago, they changed from askjeeves.com to Ask.com and dropped Jeeves from its brand. Recently, Jeeves has come out of retirement and will reunite with the product brand.

One thing to note, if you’re planning to change your branding, ensure it is updated in all of your marketing channels. After the Jeeves announcement, I was very excited to check out askjeeves.com for my searches. However, the nightly TV commercials of Ask.com had absolutely no mention of Jeeves, and that made my experience a bit disjointed.

Regardless, think about your brand and evaluate whether it needs a facelift. Now is as good a time as any.

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About the Author

Yvonne Yuen is a senior product manager at Lyris, Inc. She is responsible for defining and delivering customer requirements which improve their online marketing ROI.

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