Big rebrands are considered risky. The investment is significant. In time. In money. In personal and professional reputation. And the returns are uncertain. How long will it really take? How much will it really cost? What will it impact? How will we know it works?

It would be silly to deny the risks. And as an industry, we could be much better at helping our clients reduce them. The more clarity and precision we can build around the practical questions, the more likely a rebrand is to be successful.

But there’s one area where the risk is widely misunderstood. ‘Playing it safe’ with creative work is hugely counterproductive. While it feels rational and is generally well-intentioned, it doesn’t reduce risk. Mostly it does the opposite. It increases the risk of failure.