Randy Micheletti
VP, Director of Brand Strategy

Embracing Change: A Dynamic Approach to Branding in 2024

In the ever-evolving landscape of business, 2023 emerged as the year of transformation, marked by a surge in companies redefining themselves. In a world shaped by the profound impact of COVID-19, companies across industries recognized the need for change. Market research firm Hanover reported that 75% of companies revamped their visual identities post-2020, while UpCity’s 2022 survey highlighted a 51% shift in brand strategy due to the pandemic. This shift, fueled by both necessity and opportunity, has become a defining trend, and our agency, Geile/Leon, resonates with this dynamic approach to branding.

Necessity often arises from mergers, leadership shifts, or public perception crises. Meanwhile, opportunity stems from growth projections, substantial shifts in products/services, or market-driven company restructuring. Regardless of the motivation, companies are finding various reasons to embark on the rebranding journey.

At Geile/Leon, we understand the importance of staying relevant and dynamic in today’s fast-paced world. Our approach to dynamic branding revolves around the concept that brands must respond and adapt to changes in the marketplace and market conditions to maintain their relevancy. Dynamic brands, as we define them, have one common attribute – they understand their customers and adapt to changing consumer behaviors and market conditions.


Our Dynamic Branding Philosophy:

Distilled Thinking™

Ideal Applications: Development of new brands, major brands, major re-branding

In the world of liquor, distilling is the process of getting to the essence of a spirit by eliminating impurities to achieve high quality. Similarly, Distilled Thinking™ is our time-tested process for helping clients discover or rediscover their brand essence. This process brings clarity to brand messaging, digging deep to find the unique claim of distinction that makes a brand truly relevant. 


Brand Refining

Ideal Applications: Brand refreshes due to triggering events, changes in market conditions, evolving consumer behaviors, and competitive pressures

Change is inevitable in the world of marketing. Changes in consumer behavior, corporate vision, or market conditions can cause brands to lose their luster. Monitoring the health of a brand is crucial because loss of relevance can result in the loss of customer loyalty and market share. Our Brand Refining process involves making pertinent changes to improve a brand. It identifies where a brand has lost relevance and determines how to help the brand regain its standing by modifying brand positioning, messaging, visual identity, and more.

In the context of the rebranding trend of 2023, Geile/Leon’s commitment to helping brands stay relevant and dynamic aligns seamlessly. We believe that embracing change is not just about a new look but reflecting a company’s core values and vision for the future. Our processes are designed to empower brands to adapt, evolve, and thrive in a dynamic world.