Why Malibu is refreshing its brand despite a period of ‘exceptional’ growth
Brands shouldn’t wait until they are on a “downward trajectory” to launch new work, argues Malibu’s top marketer.
Developing an effective brand strategy is no easy feat, so when something works, a company’s instinct may be to stick with it for as long as possible.
However, even though Malibu has continued to grow over the past 12 months, Radojewski believes now is the perfect time to refresh the brand with a new platform and campaign.