At Andrew Wright & Co. we can advise business owners in the Wakefield area on many aspects of running and growing a business. Here are some traps to avoid when branding or rebranding...

Even the biggest companies can make branding errors...

Beware when rebranding

Although you should reassess your brand from time to time to ensure that it has not become outdated or inappropriate, it is important not to alienate your existing customers.

One of the most famous examples of disastrous rebranding came in 1985 with Coca-Cola's abrupt replacement of its most famous product with the sweeter 'New Coke'. The move had come in response to a shrinking market share, as blind tests suggested that many people preferred the taste of Pepsi.

The change was a public relations debacle and Coca-Cola were forced to revert to their original formula. However, there was a twist in the tale, as nostalgic demand for the traditional Coke had grown so strong that the company was soon able to re-establish its market lead.

Lost in Translation?

Do you intend to trade overseas? If so, take care to research your local market. Legend has it that Chevrolet's Nova model failed to sell in Mexico because "no va" in Spanish translates as "it doesn't go". Meanwhile the Kentucky Fried Chicken slogan 'finger-lickin' good' came out as 'eat your fingers off' in China.

Some of these stories might in fact be urban myths, but the moral - that careful research is vital - is valid.

If you are in the Wakefield area and are looking for support and advice from a team of professional accountants and business advisers, contact Andrew Wright & Co..

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Andrew Wright & Co., 10 Cliff Parade, Wakefield, West Yorkshire WF1 2TA


In the UK the term accountant is not protected by law, therefore anyone can call themselves an accountant. Being an ACCA member firm means that you can have confidence that we are qualified to handle your finances, help your business grow and that we are regulated by the leading accountancy body in the world. The ACCA Qualification provides a wide-ranging skill-set, which means we are trained to provide both strategic and operational input and adapt quickly to your changing management accounting needs.

Unqualified persons who have trained for book-keeping or tax only simply aren't able to provide these other services as their skillset is too narrow.

Andrew Wright & Co is a trading style of Andrew Wright & Co Limited. Registered in England and Wales: 10641250. Registered office: 10 Cliff Parade, Wakefield, West Yorkshire, United Kingdom, WF1 2TA.