Brand refreshes used to mean new fonts, colors, and maybe a manifesto. But today’s smartest brands aren’t rebranding or repositioning—they’re reframing. The real opportunity lies in adopting a brand reframing strategy, shifting perceptions—not identities.

It’s not about changing who you are. It’s about changing how people see you, based on what they need now. Same brand. New angle.

Think: Barbie going from outdated icon to feminist meme. Crocs shifting from cringe to camp. The brand didn’t change. The context did—and the brands that thrived were the ones that leaned into the shift, not away from it.

In 2025, perception is the product. Don’t rebrand. Reframe.