{"id":1676,"date":"2022-03-20T11:31:00","date_gmt":"2022-03-20T10:31:00","guid":{"rendered":"https:\/\/thebrandproject.com\/?p=1676"},"modified":"2023-11-23T11:01:11","modified_gmt":"2023-11-23T10:01:11","slug":"vurdering-av-en-rebrand","status":"publish","type":"post","link":"https:\/\/thebrandproject.com\/no\/vurdering-av-en-rebrand\/","title":{"rendered":"Rebranding &#8211; en strategisk vurdering"},"content":{"rendered":"\n<section class=\"block post-intro      first\">\n\n<div class=\"wrapper grid-12 \">\n    <div class=\"img-wrapper fade-me \">\n        <img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand-720x405.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand-768x432.png 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/>             <\/div>\n\n     <div class=\"title fade-me\">\n        Rebranding &#8211; en strategisk vurdering     <\/div>\n\n    <div class=\"excerpt fade-me\">\n        Rebranding er et kraftig strategisk verkt\u00f8y for \u00e5 reposisjonere et selskap eller sette til livs en ny retning. Her kommer noen do\u2019s og dont\u2019s, og hva som er viktig \u00e5 vurdere f\u00f8r du tar med beslutningen inn til styrerommet.      <\/div>\n\n     \n<\/div>\n\n\n\n<style>.svg-animation{position:absolute;bottom:0px;right:0px;z-index:0;width:100%;display:block}.svg-animation.bottom{left:0px;right:auto;bottom:0px;top:auto}.svg-animation.top{right:0px;top:-1px;bottom:auto}.svg-animation .wrapper-noanimate{position:relative;display:block;overflow:hidden;width:100%;background-repeat:repeat-x}.svg-animation .wrapper-noanimate svg{position:absolute;bottom:0px;right:0px}.svg-animation .svg-wrapper{position:relative;display:block;overflow:hidden;width:1440px}.svg-animation .svg-wrapper svg{position:absolute;bottom:0px;-webkit-transition:all 3s ease;transition:all 3s ease;right:0px}.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}@media screen and (max-width:47.9375em){.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}}.svg-animation.medium .svg-wrapper,.svg-animation.medium .wrapper-noanimate{height:12.5rem}.svg-animation.medium .svg-wrapper svg,.svg-animation.medium .wrapper-noanimate svg{-webkit-transition:all 2s ease;transition:all 2s ease}.svg-animation.small .svg-wrapper,.svg-animation.small .wrapper-noanimate{height:3.5625rem}.svg-animation.small .svg-wrapper svg,.svg-animation.small .wrapper-noanimate svg{-webkit-transition:all 2s ease;transition:all 2s ease}.svg-animation.large .svg-wrapper{height:117px!important}.svg-animation.medium .svg-wrapper{height:200px!important}.svg-animation.small .svg-wrapper{height:48px!important}section.post-intro .wrapper .title{-webkit-box-ordinal-group:2;-ms-flex-order:1;order:1;padding-top:12.5rem;-ms-grid-column:2;-ms-grid-column-span:8;grid-column:2\/10;font-family:avenirbold,sans-serif;font-size:5rem;line-height:5.6875rem;overflow:visible;font-weight:900;margin-bottom:1.25rem}@media screen and 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.border{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;height:1px;background-color:black;width:100%;display:block;-webkit-box-ordinal-group:5;-ms-flex-order:4;order:4;margin-top:1.875rem}@media screen and (max-width:63.6875em){section.post-intro .wrapper.aligngrid .title{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper.aligngrid .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper.aligngrid .border{margin-top:0}}section.post-intro.work .wrapper .img-wrapper{position:absolute;width:100%;height:60vh;z-index:-1;left:0px;-webkit-box-shadow:0px 2px 42px 0px rgba(0,0,0,0.12);box-shadow:0px 2px 42px 0px rgba(0,0,0,0.12)}section.post-intro.work .wrapper .img-wrapper img{width:100%;height:100%;-o-object-fit:cover;object-fit:cover}section.post-intro.work .wrapper .img-wrapper .logo{position:absolute;bottom:3.125rem;left:6.25rem;max-width:15rem;max-height:6.25rem;width:auto;height:auto;-webkit-box-shadow:none;box-shadow:none}section.post-intro.work .wrapper .title{padding-top:70vh;-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11;font-family:avenirbold,sans-serif;font-size:5rem;line-height:5.6875rem;overflow:visible;font-weight:900;margin-bottom:1.25rem}@media screen and (max-width:47.9375em){section.post-intro.work .wrapper .title{font-size:2.375rem;line-height:2.6875rem}}section.post-intro.work .wrapper .excerpt{-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11;font-family:avenirreg,sans-serif;font-size:1.5625rem;line-height:2.125rem;font-weight:400;overflow:visible;margin-bottom:1.875rem}@media screen and (max-width:47.9375em){section.post-intro.work .wrapper .excerpt{font-size:1.125rem;line-height:1.5rem}}@media screen and (max-width:63.6875em){section.post-intro .wrapper .title{padding-top:8.75rem;-ms-grid-column:1;-ms-grid-column-span:9;grid-column:1\/10}section.post-intro .wrapper .img-wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;margin-top:0.75rem}section.post-intro.work .wrapper .img-wrapper{height:50vh}section.post-intro.work .wrapper .img-wrapper .logo{bottom:1rem;left:3.75rem}section.post-intro.work .wrapper .title{padding-top:55vh;-ms-grid-column:1;-ms-grid-column-span:10;grid-column:1\/11;font-size:4.125rem;line-height:4.9375rem;margin-bottom:0}section.post-intro.work .wrapper .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;font-size:1.125rem;line-height:1.8125rem;margin-top:0}}@media screen and (max-width:47.9375em){section.post-intro .wrapper .title{padding-top:6.875rem;-ms-grid-column:1;-ms-grid-column-span:9;grid-column:1\/10;font-size:2.5rem;line-height:2.8125rem;grid-column:1\/13}section.post-intro .wrapper .excerpt{margin-top:0;font-size:1.125rem;line-height:1.75rem}section.post-intro.work .wrapper .img-wrapper{height:70vh}section.post-intro.work .wrapper .img-wrapper .logo{bottom:1rem;left:1.25rem}section.post-intro.work .wrapper .title{padding-top:75vh;-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;font-size:2.5rem;line-height:2.8125rem;margin-bottom:0}section.post-intro.work .wrapper .excerpt{line-height:1.375rem}}<\/style><\/section>\n\n\n\n\n\n<section class=\"block content   post\" > \n    \n     \n\n   \n   <div class=\"grid-12\">\n\n    <div class=\"wrapper fade-me  \">\n        \n        \n        <div class=\"content \">\n            <div>\n<div>\n<p>Hva er det vi som bedriftsledere \u00f8nsker at merkevaren skal gj\u00f8re for oss? Jo &#8211; vi vil at flere skal kj\u00f8pe mer av produktene og tjenestene v\u00e5re over en lenger periode og til en h\u00f8yere pris. Og vi vil at talent skal str\u00f8mme inn d\u00f8ren v\u00e5r.<\/p>\n<p>Vi forventer at merkevaren skal bygge lojalitet, hjelpe til med \u00e5 \u00f8ke salg, utvikle produktene v\u00e5re, og selvf\u00f8lgelig tiltrekke (og beholde) det riktige talentet for \u00e5 bli med p\u00e5 vekstreisen v\u00e5r.<\/p>\n<p>Likevel, til tross for v\u00e5re fors\u00f8k, kan det hende at merkevaren ikke klarer \u00e5 levere p\u00e5 disse m\u00e5lene samtidig. I pressende og stressende situasjoner, kan vi til og med finne p\u00e5 \u00e5 gj\u00f8re kortsiktige og hastede endringer for \u00e5 fors\u00f8ke \u00e5 ta tak i problemet vi st\u00e5r ovenfor &#8211; noe som vi selv vet ikke vil hjelpe oss i det lange l\u00f8p.<\/p>\n<p>S\u00e5! Her kommer en kort oversikt, slik at du kan sjekke om en rebrand er l\u00f8sningen for dere &#8211; og om det er er noe man b\u00f8r vurdere (eller ikke).<\/p>\n<p>Men f\u00f8rst &#8211; en liten disclaimer. Nei, en rebrand vil ikke n\u00f8dvendigvis l\u00f8se alle de overordnede utfordringene bedriften st\u00e5r ovenfor. Men en rebrand kan imidlertid \u00f8ke sannsynligheten for suksess og muliggj\u00f8re vekst mye raskere, hvis det implementeres riktig.<\/p>\n<h5><strong>Hva er en rebrand, s\u00e5nn egentlig?<\/strong><\/h5>\n<p>En rebrand er et strategisk verkt\u00f8y for \u00e5 reposisjonere et selskap eller manifestere en ny retning, og dekker hele prosessen fra \u00e5 gj\u00f8re en strategisk organisatorisk endring til \u00e5 oversette dette til visuelt design.<\/p>\n<p>M\u00e5let er \u00e5 endre m\u00e5ten en organisasjon, selskap eller et produkt blir oppfattet og forst\u00e5tt av publikumet, interessentene og kundene. Hvorfor? For \u00e5 forbedre bedriftens ytelse og vekstmuligheter.<\/p>\n<p>Man kan for eksempel endre m\u00e5ten selskapet f\u00f8les og ser ut, hvordan man administrerer kundereisen, hvilke produkter som tilbys eller hvordan man kommuniserer.<\/p>\n<h5><strong>N\u00e5r b\u00f8r man vurdere en rebrand?<\/strong><\/h5>\n<p>Overordnet sett er det to scenarioer som kan f\u00f8re til en rebrand. Det er enten 1) et oppkj\u00f8p, fusjon eller integrasjon, eller endring av forretningsfokus \u2013 som betyr en stor endring av forretningspraksis. Eller 2) synkende bedriftsresultater \u2013 noe som resulterer i tap av talent, stagnasjon, negative veksttall, kundefrafall og dermed et behov for \u00e5 endre seg for \u00e5 m\u00f8te disse utfordringene.<\/p>\n<p>Om vi g\u00e5r dypere inn i disse to scenarioene, ser vi 7 underordnede grunner. Hvis selskapet befinner seg i \u00e9n av f\u00f8lgende situasjoner og den situasjonen vil ha strategiske konsekvenser p\u00e5 bedriftsresultatene, er sjansen stor for at en rebrand vil v\u00e6re gunstig. Men, f\u00f8r man setter i gang denne prosessen, m\u00e5 man s\u00f8rge for at beslutningen er basert p\u00e5 ordentlig innsikt og analyser &#8211; ikke p\u00e5 magef\u00f8lelsen alene<\/p>\n<\/div>\n<\/div>\n<p><strong><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qovvz89ztmz85zl5az122zkz71z3xz89z1z65z1l04gz73zz85zz122zqz73zz79zz75zgm6\">1. <\/span><\/strong><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>Konkurrenter endrer seg &#8211; og vinner:<br \/>\n<\/b><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qovvz89ztmz85zl5az122zkz71z3xz89z1z65z1l04gz73zz85zz122zqz73zz79zz75zgm6\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Bedriften befinner seg i en situasjon hvor konkurransen er synligere enn noen gang. Konkurrenter bruker kanskje andre go-to-market metoder og vinner kunder og prosjekter p\u00e5 den m\u00e5ten. Eller kanskje s\u00e5 gror de rett og slett raskere ved hjelp av markedsandelen og synligheten.\u00a0<\/span>. <\/span><\/p>\n<div><\/div>\n<p><strong><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qovvz89ztmz85zl5az122zkz71z3xz89z1z65z1l04gz73zz85zz122zqz73zz79zz75zgm6\">2. <\/span><\/strong><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>Fusjoner og oppkj\u00f8p:<br \/>\n<\/b><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Den mest \u00e5penbare grunnen for en rebrand er et<\/span> <span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z h-ldquo\">\u201cmerger<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"> &amp; acquisition\u201d scenario. Ofte er dette en saklig aktivitet for den oppkj\u00f8pte merkevaren &#8211; men det kan ogs\u00e5 v\u00e6re en mulighet for det overtakende selskapet. En mulighet til \u00e5 samle oppkj\u00f8pene under samme merkevare og kultur. Og en mulighet til \u00e5 fornye merkevaren, signalisere den nye retningen og utvikle tilbudet sitt for \u00e5 bli en mer fokusert og relevant akt\u00f8r i bransjen.<\/span><\/p>\n<p><a href=\"https:\/\/thebrandproject.no\/ma-when-brand-matters-most\/\"><em><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Les mer i <\/span><span class=\"attrlink url author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">M&amp;A-artikkelen<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"> v\u00e5r om du vil du l\u00e6re mer om mekanikken bak dette.<\/span><\/em><\/a><\/p>\n<div><\/div>\n<p><strong><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qovvz89ztmz85zl5az122zkz71z3xz89z1z65z1l04gz73zz85zz122zqz73zz79zz75zgm6\">3. <\/span><\/strong><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>Inngang i et nytt marked:<br \/>\n<\/b><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">\u00c5 g\u00e5 inn i et nytt marked kan bety et nytt land, en region, en ny kundebase, eller rett og slett \u00e5 endre m\u00e5lgruppen din hvis det har oppst\u00e5tt en endring i hvem som er beslutningstakere. Noen markeder krever at du har vurdert og forst\u00e5r de kulturelle og atferdsmessige forskjellene. Noen markeder krever en annerledes kommunikasjon eller salgsprosess, og kanskje en radikal endring i merkevarens utseende.<\/span><\/p>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">En rebrand er kanskje ikke alltid l\u00f8sningen, hvis det er en h\u00f8y risiko for at dette vil p\u00e5virke merkevareoppfatningen til den n\u00e5v\u00e6rende posisjonen negativt. Da kan man vurdere \u00e5 oppsette en ny vertikal rettet mot det nye markedet, eller lansere et <\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z h-ldquo\">\u201cflanker<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"> brand\u201d for \u00e5 ta markedsandel uten \u00e5 direkte p\u00e5virke den n\u00e5v\u00e6rende virksomheten.\u00a0<\/span><\/p>\n<div><\/div>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qovvz89ztmz85zl5az122zkz71z3xz89z1z65z1l04gz73zz85zz122zqz73zz79zz75zgm6\"><strong>4. <\/strong><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>Lansering av et nytt produkt \/ vertikal:<br \/>\n<\/b><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">En nytt produkt eller vertikal krever ofte at man revurderer hvordan selskapet oppfattes i markedet, og hvordan den nye lanseringen kan bidra til \u00e5 utvikle selskapets nye posisjon &#8211; uten \u00e5 skade det eksisterende tilbudet. Dette er ikke noe problem hvis du f\u00f8lger den overordnede markevarestrategien, og opprettholder den \u00f8nskede distansen mellom de forskjellige produktene.\u00a0<\/span><\/p>\n<div><\/div>\n<div>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">For eksempel, hvis<em> <a href=\"https:\/\/www.nike.com\/no\/en\/\">Nike<\/a><\/em> lanserer et sett med tennisracketer s\u00e5 er det fortsatt sport, kl\u00e6r og utstyr. Men hvis<a href=\"https:\/\/www.gm.com\/\"><em> General Motors<\/em><\/a> lanserer en tech-basert privat samkj\u00f8ringstjeneste burde de vurdere \u00e5 oppdatere merkevaren for \u00e5 matche den nye vertikalen og signalisere den nye retningen.<\/span><\/p>\n<\/div>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qovvz89ztmz85zl5az122zkz71z3xz89z1z65z1l04gz73zz85zz122zqz73zz79zz75zgm6\"><strong>5. <\/strong><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>Behov for nytt, kanskje annerledes talent:<br \/>\n<\/b><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">\u00c5 tiltrekke seg<\/span> <span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z h-lparen\">(og<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"> beholde) de rette folka er \u00e9n av \u00e5tte vinnerstrategier til suksessfulle merkevarer. Hvis man ikke blir oppfattet som en karriere-akselererer og en god arbeidsplass vil man aldri bli mer enn andre-valg<\/span> <span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z h-lparen\">(eller<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"> tredje, fjerde eller nittiende) for topptalentet.\u00a0<\/span><\/p>\n<div><\/div>\n<div>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Hvis annonsene ikke tiltrekker seg de rette folka, og det innleide rekrutteringsselskapet sliter med \u00e5 finne de fantastiske kandidatene selskapet \u00f8nsker \u00e5 bygge bygge fremtiden p\u00e5 &#8211; da gj\u00f8r sannsynligvis ikke merkevaren deg noen store tjenester i forhold til employer branding. Dette er et tegn p\u00e5 at driften, oppfatningen og posisjonen til selskapet kanskje er litt<\/span> <span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z h-ldquo\">\u201coff\u201d,<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"> og at det er p\u00e5 tide \u00e5 vurdere en rebrand.<\/span><\/p>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qovvz89ztmz85zl5az122zkz71z3xz89z1z65z1l04gz73zz85zz122zqz73zz79zz75zgm6\"><strong>6. <\/strong><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>P\u00e5vist gap mellom kundene og produktet:<br \/>\n<\/b><\/span>Det er lett \u00e5 bli i en produktfokusert tankegang, hvor man ser innover istedenfor \u00e5 se utover. Ved \u00e5 reposisjonere seg etter kundens sinn, ogs\u00e5 kalt customer centricity, kan man overvinne feiljusteringer mellom tilbudet og kundens forventinger og \u00f8nsker. Det kan ogs\u00e5 introdusere og \u00e5pne opp nye markeder.<\/p>\n<\/div>\n<div><\/div>\n<div>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">Da<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"> elektriske biler ble introdusert rundt 20 \u00e5r siden, var el-bilene trange, hadde kort rekkevidde, og manglet gjerne grunnleggende funksjoner. Kundene derimot \u00f8nsket samme komfort og letthet som man fikk i biler som gikk p\u00e5 drivstoff. Det var ikke f\u00f8r <a href=\"https:\/\/www.tesla.com\/\"><em>Tesla<\/em><\/a> introduserte en el-bil som kunne tilby dette, og posisjonerte bilen med kundenes motivasjon og \u00f8nsker i bakhodet, at folk fikk \u00f8ynene opp for el-biler. N\u00e5 har ogs\u00e5 akt\u00f8rer som <a href=\"https:\/\/www.porsche.com\/norway\/no\/\"><em>Por<\/em><\/a><\/span><a href=\"https:\/\/www.porsche.com\/norway\/no\/\"><em><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">s<\/span><\/em><\/a><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><a href=\"https:\/\/www.porsche.com\/norway\/no\/\"><em>che<\/em><\/a> sett dette behovet i markedet, og klart \u00e5 posisjonerer seg &#8211; og overbevise kundene <\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">om <\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">at de klarer \u00e5 lage b\u00e5de el-biler og SUV\u2019<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">er<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">. <\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">De har klart<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"> \u00e5 redusere gape<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zh3z86z0z83zz65zz86z3raz89zaz82zz85z4bz82zuz67zsvz72zz82zz77zejz76ztz67zm\">t<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">.<\/span><\/p>\n<\/div>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qovvz89ztmz85zl5az122zkz71z3xz89z1z65z1l04gz73zz85zz122zqz73zz79zz75zgm6\"><strong>7. <\/strong><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>Vekst fra scale-up til grown-up:<br \/>\n<\/b><\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Oppstartsbedriften har lykkes, dere har passert skaleringsstadiet &#8211; og vokser n\u00e5 i en rask, men kontrollerbar hastighet. Dette stadiet krever vanligvis en titt p\u00e5 strukturer, fokus, kommunikasjon &#8211; og merkevare.\u00a0<\/span><\/p>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Dersom man leder et selskap med mer enn en viss mengde ansatte<\/span> <span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z h-lparen\">(i<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"> Europa kan vi se en klar endring n\u00e5r man overstiger 100 ansatte) kan det v\u00e6re lurt \u00e5 manifestere merkevarestrategien, definere visjonen og s\u00f8rge for at merkevaren representerer arketypen<\/span> <em><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z h-lparen\">(jepp,<\/span><\/em><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><em><a href=\"https:\/\/thebrandproject.no\/arketype\/\"> vi har en artikkel om dette ogs\u00e5<\/a>)<\/em> du \u00f8nsker \u00e5 v\u00e6re.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h5><span class=\"ace-all-bold-hthree\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>Hvordan g\u00e5r rebranding-prosessen?<\/b><\/span><\/span><\/h5>\n<div>\n<div>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Prosessen ved en rebranding kan v\u00e6re lang &#8211; da den som regel krever mye innsikt og markedsanalyser. En ny merkevarestrategi er ikke noe man koker sammen over en kveld, basert p\u00e5 magef\u00f8lelsen.<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Uavhengig av hvor mange elementer man inkluderer, vil prosessen alltid baseres rundt disse fire fasene, som ender med implementering og aktiviseringen av den sirkulere merkevareopplevelsen &#8211; som er levende og under stadig utvikling.\u00a0<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"x-text e7345-26 m5o1-g m5o1-h m5o1-j m5o1-m mobile-font-size\">\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qovvz89ztmz85zl5az122zkz71z3xz89z1z65z1l04gz73zz85zz122zqz73zz79zz75zgm6\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-2302 size-medium\" src=\"https:\/\/thebrandproject.no\/wp-content\/uploads\/Process-Norsk-1.svg\" alt=\"\" width=\"720\" height=\"720\" \/><\/span><\/p>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">For en steg-for-steg guide til en rebranding, <\/span><em><span class=\"attrlink url author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><a class=\"attrlink\" href=\"https:\/\/thebrandproject.no\/yes-its-time-for-a-rebrand\/\" target=\"_blank\" rel=\"noreferrer nofollow noopener\" data-target-href=\"https:\/\/thebrandproject.no\/yes-its-time-for-a-rebrand\/\">les denne artikkelen<\/a><\/span><\/em><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><em>,<\/em> der vi i detalj g\u00e5r igjennom hvordan du kan g\u00e5 frem. Og hvem vet &#8211; kanskje vi kommer med noen tips i samme slengen \ud83d\ude09<\/span><\/p>\n<div>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<div><span class=\"ace-all-bold-hthree\"><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"><b>N\u00e5r trenger man IKKE en rebrand?<\/b><\/span><\/span><\/div>\n<div><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Denne artikkelen hadde ikke v\u00e6rt komplett uten en oversikt over n\u00e5r du ikke trenger \u00e5 vurdere en full rebrand.<\/span> <span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z h-lparen\">(Du <\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">vil se at dette fortsatt skjer &#8211; ganske ofte).\u00a0<\/span><\/div>\n<div class=\"x-text e7345-26 m5o1-g m5o1-h m5o1-j m5o1-m mobile-font-size\">\n<ol>\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Selskapet ansetter en ny CEO \/ CMO.<\/span><\/li>\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Ledelsesgruppen er lei av identiteten og liker konkurrentenes design bedre.\u00a0<\/span><\/li>\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Selskapet st\u00e5r foran et PR-mareritt.<\/span><\/li>\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Bedriftsresultatene n\u00e5r ikke de \u00f8nskede m\u00e5lene.<\/span><\/li>\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Produktene svikter eller har ikke den trekkraften du forventet.\u00a0<\/span><\/li>\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Ledelsen<\/span> <span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z h-ldquo\">\u201cf\u00f8ler\u201d<\/span><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\"> det er p\u00e5 tide \u00e5 modernisere merkevaren.<\/span><\/li>\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Bedriften har misforn\u00f8yde kunder.\u00a0<\/span><\/li>\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Organisasjonsstrukturen fungerer ikke slik den er designet.\u00a0<\/span><\/li>\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Kulturen er ikke p\u00e5 linje med ambisjonene til selskapet.\u00a0<\/span><\/li>\n<li><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Kundereisen lever ikke opp til kundeforventingene.<\/span><\/li>\n<\/ol>\n<p><span class=\" author-d-1gg9uz65z1iz85zgdz68zmqkz84zo2qowz81zz86zcu9w7z79zz74z1z65zz122zo2gz79ziz77z5xz65zz88zz75zz90zlz70z4z79zz72z7z67z\">Lykke til!<\/span><\/p>\n<\/div>\n                                <br>\n                    <a class=\"button\" href=\"https:\/\/thebrandproject.no\/kontakt\/\" target=\"_self\">P\u00e5 tide \u00e5 snakke om deg? Ta kontakt.                    \n                                    <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"62px\" height=\"62px\" viewBox=\"0 0 62 62\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"Hover-effects\" transform=\"translate(-44.000000, -232.000000)\" stroke=\"#000000\" stroke-width=\"2\">\n            <path d=\"M45,262 L75,292 L105,262 M75,232 L75,292\" id=\"Combined-Shape\" transform=\"translate(75.000000, 262.000000) rotate(-360.000000) translate(-75.000000, -262.000000) \"><\/path>\n        <\/g>\n    <\/g>\n<\/svg>                                <\/a>\n                <br><br>\n                    <\/div>\n\n        \n                    <div class=\"published\">\n                Published <br >\n                20. mars 2022            <\/div>\n            <\/div>\n\n        <\/div>\n<style>.svg-animation{position:absolute;bottom:0px;right:0px;z-index:0;width:100%;display:block}.svg-animation.bottom{left:0px;right:auto;bottom:0px;top:auto}.svg-animation.top{right:0px;top:-1px;bottom:auto}.svg-animation .wrapper-noanimate{position:relative;display:block;overflow:hidden;width:100%;background-repeat:repeat-x}.svg-animation .wrapper-noanimate svg{position:absolute;bottom:0px;right:0px}.svg-animation .svg-wrapper{position:relative;display:block;overflow:hidden;width:1440px}.svg-animation .svg-wrapper svg{position:absolute;bottom:0px;-webkit-transition:all 3s ease;transition:all 3s ease;right:0px}.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}@media screen and (max-width:47.9375em){.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}}.svg-animation.medium .svg-wrapper,.svg-animation.medium .wrapper-noanimate{height:12.5rem}.svg-animation.medium .svg-wrapper svg,.svg-animation.medium .wrapper-noanimate svg{-webkit-transition:all 2s ease;transition:all 2s ease}.svg-animation.small .svg-wrapper,.svg-animation.small .wrapper-noanimate{height:3.5625rem}.svg-animation.small .svg-wrapper svg,.svg-animation.small .wrapper-noanimate svg{-webkit-transition:all 2s ease;transition:all 2s ease}.svg-animation.large .svg-wrapper{height:117px!important}.svg-animation.medium .svg-wrapper{height:200px!important}.svg-animation.small .svg-wrapper{height:48px!important}section.content{position:relative;overflow:visible}section.content.illu{padding-bottom:10.625rem}section.content .wrapper{-ms-grid-column:2;-ms-grid-column-span:10;grid-column:2\/12;font-family:avenirreg,sans-serif;font-size:1.125rem;line-height:1.5rem;padding-top:1.875rem;padding-bottom:1.875rem}section.content .wrapper h1{font-family:avenirbold,sans-serif;font-size:5rem;line-height:5.6875rem;overflow:visible;font-weight:900;margin-bottom:0.2em}@media screen and (max-width:47.9375em){section.content .wrapper h1{font-size:2.375rem;line-height:2.6875rem}}section.content .wrapper h2{font-family:avenirreg,sans-serif;font-size:3.4375rem;line-height:4.625rem;font-weight:400;overflow:visible;margin-bottom:0.4em}@media screen and (max-width:47.9375em){section.content .wrapper h2{font-size:1.5625rem;line-height:2.1875rem}}section.content .wrapper h3{font-family:avenirreg,sans-serif;font-size:3.125rem;line-height:3.625rem;font-weight:400;overflow:visible;margin-bottom:0.5em}@media screen and (max-width:47.9375em){section.content .wrapper h3{font-size:1.5625rem;line-height:2.1875rem}}section.content .wrapper h4{font-family:avenirreg,sans-serif;font-size:1.5625rem;line-height:2.125rem;font-weight:400;overflow:visible;margin-bottom:1.4em}@media screen and (max-width:47.9375em){section.content .wrapper h4{font-size:1.125rem;line-height:1.5rem}}section.content .wrapper h5{font-family:avenirreg,sans-serif;font-size:1.375rem;line-height:1.875rem;font-weight:400;margin-bottom:1.4em}@media screen and (max-width:47.9375em){section.content .wrapper h5{font-size:1.125rem;line-height:1.5rem}}section.content .wrapper p{font-family:avenirreg,sans-serif;font-size:1.125rem;line-height:1.5rem;margin-bottom:1.4em}section.content .wrapper img{margin-bottom:1.4em;width:100%;height:auto}section.content .wrapper strong{font-family:avenirbold}section.content .wrapper b{font-family:avenirbold}section.content .wrapper a{text-decoration:none;color:black}section.content .wrapper a:hover{text-decoration:underline}section.content .wrapper a.button{text-align:center;font-family:avenirbold,sans-serif;font-size:0.9375rem;line-height:1.125rem;letter-spacing:1.6;text-transform:uppercase;margin-top:3.125rem;text-decoration:none;color:black;position:relative;overflow:visible}section.content .wrapper a.button svg{-webkit-transform:rotate(-90deg);transform:rotate(-90deg);width:2.5rem;height:2.5rem;position:absolute;top:-0.6rem;margin-left:1.25rem}section.content .wrapper a.button svg g{stroke-width:3}section.content .wrapper a.button:hover{opacity:0.5}@media screen and (max-width:47.9375em){section.content .wrapper a.button{font-size:0.8125rem;letter-spacing:1px}section.content .wrapper a.button svg{-webkit-transform:rotate(-90deg);transform:rotate(-90deg);width:1.25rem;height:1.25rem;top:-0.25rem}}section.content .wrapper ol,section.content .wrapper ul{overflow:visible;margin-left:1.875rem;padding:0px;margin-bottom:1.4em}section.content .wrapper ol li,section.content .wrapper ul li{overflow:visible}@media screen and (max-width:63.6875em){section.content .wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}}@media screen and (max-width:47.9375em){section.content .wrapper img{margin:1em 0 1.4em 0}}section.content .wrapper.split{overflow:visible}section.content .wrapper.split .title{width:100%;float:left;font-family:avenirreg,sans-serif;font-size:3.125rem;line-height:3.625rem;font-weight:400;overflow:visible;margin-bottom:0.5em;overflow:visible}@media screen and (max-width:47.9375em){section.content .wrapper.split .title{font-size:1.5625rem;line-height:2.1875rem}}section.content .wrapper.split .content{overflow:visible;width:60%;float:left;padding-right:30px}section.content .wrapper.split .right{width:38%;float:right}section.content .wrapper.split .right ul{padding-left:35px}section.content .wrapper.split .right ul li{font-family:avenirreg,sans-serif;font-size:1.125rem;line-height:1.5rem;line-height:1.8rem;padding:0.125rem 0;overflow:visible;list-style-type:none}section.content .wrapper.split .right ul li:before{content:\"\";width:20px;height:20px;border:1px solid black;display:block;float:left;margin-right:0.625rem;margin-top:2px;margin-left:-35px}@media screen and (max-width:63.6875em){section.content .wrapper.split .right ul li{letter-spacing:0.9px;line-height:1.5625rem;padding:0.0625rem 0}section.content .wrapper.split .right ul li:before{margin-top:0px}}@media screen and (max-width:47.9375em){section.content .wrapper.split .content{width:100%;margin-bottom:0}section.content .wrapper.split .content.hideleft{display:none}section.content .wrapper.split .right{width:100%}section.content .wrapper.split .right ul{margin-left:0}section.content .wrapper.split .right ul li{padding:0}section.content .wrapper.split .right ul li:before{width:15px;height:15px}section.content .wrapper.split .right.hideright{display:none}}section.content .wrapper.full{-ms-grid-column:1;-ms-grid-column-span:11;grid-column:1\/12}section.content.post .grid-12{border-bottom:1px solid black;margin-bottom:2.5rem}section.content.post .wrapper{font-family:avenirreg,sans-serif;font-size:1.125rem;line-height:1.5rem;-ms-grid-column:2;-ms-grid-column-span:8;grid-column:2\/10;margin-bottom:0}section.content.post .wrapper h5{margin-bottom:0.2em}section.content.post .wrapper .published{font-size:0.875rem;line-height:1.25rem;margin:2.5rem 0 0 0}@media screen and (max-width:63.6875em){section.content.post{border-bottom:none}section.content.post .grid-12{border-bottom:none;margin-bottom:none}section.content.post .wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;border-bottom:1px solid black}}section.content.work .wrapper{-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11}@media screen and (max-width:63.6875em){section.content.work .wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}}<\/style><\/section>\n\n\n\n\n\n<section class=\"block posts \">\n\n     \n\n    <div class=\"svg-animation bottom small\">     \n    <div class=\"wrapper-noanimate\" style=\"background-image:url(\n               https:\/\/thebrandproject.com\/wp-content\/uploads\/smallblack.svg                );\">\n    <\/div>\n<\/div>\n\n    <div class=\"wrapper grid-12 \">\n\n    \n   \n    \n    <div class=\"grid-2 grid-s-1 cg-0 rg-40 rg-s-20 inner\" id=\"load-posts\" data-ppp=\"10\" data-post-type=\"post\">\n\n                <div class=\"item\"  data-id=\"1673\">\n            <div class=\"img-wrapper\">\n                <a href=\"https:\/\/thebrandproject.com\/no\/yes-det-er-pa-tide-med-en-rebrand\/\">\n                <img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Stepbystep_guide_rebranding.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Stepbystep_guide_rebranding.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Stepbystep_guide_rebranding-720x405.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Stepbystep_guide_rebranding-768x432.png 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/>                <\/a>\n            <\/div>\n            <h3><a href=\"https:\/\/thebrandproject.com\/no\/yes-det-er-pa-tide-med-en-rebrand\/\">\u00c5 lede en rebranding prosess<\/a><\/h3>\n            <p>Dere har n\u00e5 tatt det store (og definitivt skremmende) valget om \u00e5 rebrande selskapet, produktet\/og eller tjenesten deres &#8211; s\u00e5 hva n\u00e5? I denne artikkelen g\u00e5r vi stegvis gjennom reisen dere st\u00e5r ovenfor og hvordan navigere seg gjennom denne berg-og-dal-banen. <\/p>\n            <a class=\"readmore\" href=\"https:\/\/thebrandproject.com\/no\/yes-det-er-pa-tide-med-en-rebrand\/\">Les hele historien <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" transform=\"translate(580.000000, 519.750000)\">\n                    <path d=\"M152.75,10.1234568 L162.75,20 L172.75,10.1234568 M162.75,4.08562073e-14 L162.75,19.7530864\" id=\"Combined-Shape\" transform=\"translate(162.750000, 10.000000) rotate(-90.000000) translate(-162.750000, -10.000000) \"><\/path>\n                <\/g>\n            <\/g>\n        <\/g>\n    <\/g>\n<\/svg> <\/a>\n        <\/div>\n                <div class=\"item\"  data-id=\"1679\">\n            <div class=\"img-wrapper\">\n                <a href=\"https:\/\/thebrandproject.com\/no\/arketype\/\">\n                <img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"240\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/archetype.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" \/>                <\/a>\n            <\/div>\n            <h3><a href=\"https:\/\/thebrandproject.com\/no\/arketype\/\">Arketypen bestemmer posisjonen<\/a><\/h3>\n            <p>Vi som mennesker lever ikke i en objektiv og faktuell verden &#8211; spesielt ikke n\u00e5r det kommer til v\u00e5re tanker og f\u00f8lelser.  Noen ganger kommer man over mennesker (og merkevarer) man f\u00f8ler en kobling med. En tiltrekning det er vanskelig \u00e5 sette fingeren p\u00e5 &#8211; som om vi kjenner dem fra f\u00f8r. Hva er det som tiltrekker oss disse? Hvorfor inviterer vi dem inn i v\u00e5re liv og blir lojale mot de? En av grunnene er arketyper. <\/p>\n            <a class=\"readmore\" href=\"https:\/\/thebrandproject.com\/no\/arketype\/\">Les hele historien <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" transform=\"translate(580.000000, 519.750000)\">\n                    <path d=\"M152.75,10.1234568 L162.75,20 L172.75,10.1234568 M162.75,4.08562073e-14 L162.75,19.7530864\" id=\"Combined-Shape\" transform=\"translate(162.750000, 10.000000) rotate(-90.000000) translate(-162.750000, -10.000000) \"><\/path>\n                <\/g>\n            <\/g>\n        <\/g>\n    <\/g>\n<\/svg> <\/a>\n        <\/div>\n              \n    <\/div>\n        \n\n\n            <div class=\"grid jc archivelink\">\n            <a href=\"https:\/\/thebrandproject.no\/innsikt\/\"><span>G\u00e5 til innsikt<\/span><?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" transform=\"translate(580.000000, 519.750000)\">\n                    <path d=\"M152.75,10.1234568 L162.75,20 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.svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}@media screen and (max-width:47.9375em){.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}}.svg-animation.medium .svg-wrapper,.svg-animation.medium .wrapper-noanimate{height:12.5rem}.svg-animation.medium .svg-wrapper svg,.svg-animation.medium .wrapper-noanimate svg{-webkit-transition:all 2s ease;transition:all 2s ease}.svg-animation.small .svg-wrapper,.svg-animation.small .wrapper-noanimate{height:3.5625rem}.svg-animation.small .svg-wrapper svg,.svg-animation.small .wrapper-noanimate svg{-webkit-transition:all 2s ease;transition:all 2s ease}.svg-animation.large .svg-wrapper{height:117px!important}.svg-animation.medium .svg-wrapper{height:200px!important}.svg-animation.small .svg-wrapper{height:48px!important}section.posts{padding-top:11.25rem;padding-bottom:6.25rem;position:relative}@media screen and (max-width:47.9375em){section.posts{padding-bottom:4.375rem}}section.posts 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a.readmore{color:black;font-family:avenirbold,sans-serif;font-size:0.9375rem;line-height:1.125rem;letter-spacing:1.6;text-transform:uppercase;text-decoration:none;text-transform:uppercase;margin-top:1.25rem;display:block;position:relative;overflow:visible}section.posts .inner .item a.readmore svg{width:1.25rem;height:1.25rem;position:absolute;margin-left:1.25rem;top:-3px}@media screen and (max-width:47.9375em){section.posts .inner .item a.readmore svg{top:-5px;margin-left:0.625rem}}section.posts .inner .item a.readmore svg g{stroke-width:3}section.posts .inner .item a.readmore:hover{opacity:0.5}section.posts .inner .item:nth-child(odd){padding-right:2.5rem}section.posts .inner .item:nth-child(2n){padding-left:2.5rem;border-left:1px solid black}section.posts .inner .item:hover .img-wrapper img{-webkit-transform:scale(1.1);transform:scale(1.1)}@media screen and (min-width:48em) and (max-width:63.6875em){section.posts .inner .item 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.loadmore{cursor:pointer;-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;margin-bottom:6.25rem;text-align:center;text-transform:uppercase;color:black;font-family:avenirbold,sans-serif;font-size:0.9375rem;line-height:1.125rem;letter-spacing:1.6;text-transform:uppercase;text-decoration:none;margin-left:-30px;position:relative;overflow:visible}section.posts .loadmore g{stroke-width:3}section.posts .loadmore svg{-webkit-transform:rotate(-45deg);transform:rotate(-45deg);width:1.25rem;height:1.25rem;position:absolute;margin-left:1.25rem;top:-3px}section.posts .loadmore:hover{opacity:0.5}section.posts .loadmore:hover{font-weight:bold}section.posts .loadmore svg{-webkit-transform:rotate(90deg);transform:rotate(90deg)}.post-template-default section.posts{padding-top:5rem;padding-bottom:6.25rem}.post-template-default section.posts .wrapper{padding:0px}@media screen and (min-width:48em) and (max-width:63.6875em){.post-template-default section.posts{padding:5rem 3.75rem 6.25rem 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