Because their brand doesn’t represent who they are anymore.

To reset a tired brand, or scale a newer one.

For a marketing plan, or to plug the gaps in a marketing plan.

To help their customers to navigate and understand their brand better.

To differentiate themselves from evolving or new competition.

To compete and win against bigger brands.

To define their customers better, and win new ones.

To manage the agency search and selection process.

Ultimately, to help realise the commercial potential of their brand.