Convertobranding

Convertobranding is a marketing concept that describes the process of transforming a company's brand identity and perception to appeal to a different target audience or market segment than its original one. This often involves a significant overhaul of a brand's visual elements, messaging, values, and even its product or service offerings. The primary goal of convertobranding is to attract new customers, re-engage a declining customer base, or to pivot the brand into a new, potentially more lucrative, market.

The strategy can be employed by brands that have become outdated, have a negative public image, or wish to broaden their appeal. It's distinct from rebranding, which might involve a more subtle update or repositioning, as convertobranding implies a more fundamental shift in the brand's core identity and intended consumer. This transformation can be challenging, requiring careful market research, strategic planning, and consistent execution across all brand touchpoints. Successful convertobranding requires understanding the nuances of the new target market and effectively communicating how the evolved brand meets their needs and desires. It is a deliberate and often complex process aimed at securing a brand's future relevance and market position.