By: LDMerriam

Your suggestion is one option. It all depends on strategy, brand value and resources. It may be too expensive to go with a gradual transition. What if you have to paint all the trucks and re-issue hundreds of uniforms with the a winning brand/demoted brand identity. Then after a year, you have to do it all again. The expense would far outweigh the benefit. You might be better off making an abrupt change and using your resources to communicate about the change. Also, if the brand you are terminating has relatively little brand value, you might again benefit from an abrupt change. There isn’t a universal right answer; just a right answer for a specific situation.