Well here you have a mini-case study and a bit of a Fail in action.
A few weeks ago we did a soft re-brand from DreamBiz Test Drive to DreamBiz Blueprint and ran a couple of promotions under the new brand.
The thinking was that DreamBiz Blueprint would speak more directly to what is going through the minds of our audience - are they really thinking, "Gee, I wish I could test my idea"? Or are they thinking, "I wish I knew where to start" - something a blueprint implies more clearly perhaps than a test drive.
We did not go behind the scenes and change all of the course materials, all our social media "handles" (accounts on FB, Twitter etc) or much else.
That's what made it a "soft" rebrand. Why?
1) honestly, part of it was a lack of time to implement all the changes
2) lack of conviction that the new name would be measurably better.
Here was the strategic error:
Its OK to play out a hunch. Try to keep the process like, well, a mini test drive - we tested only the logo change and name for a couple of promotions, and not everything else in the business associated with the name. We'll still use the term blueprint as a generic description for the step by step nature of the course.
Viva la DreamBiz Test Drive!