Mastering the art of a brand refresh: Balancing tradition with forward momentum
Scott Bush, CEO of The Cheesecake Shop, recently led a significant brand refresh for the much-loved Australian and New Zealand franchise: all accomplished in a mere nine months. Here, he shares his top three tips to mastering the art of a rebrand.
With the rollout of the new brand across Australia and New Zealand underway, I’m going to share three invaluable insights on navigating the delicate balance between honouring the brand’s heritage and embracing its ongoing growth into the future.
Honour the past: Respect the original DNA.
Before embarking on The Cheesecake Shop’s major brand refresh, I dedicated time to connect with the company’s founders, brothers Robert and Warwick Konopacki.
