lexikon · rebranding
What is Rebranding?
Rebranding is the deliberate repositioning of an existing brand — its name, identity, message or look are intentionally changed so the brand fits its market, audience or strategy again.
— Definition by Alexander Kaminski
Rebranding is not drawing a new logo and calling it done. It's the strategic overhaul of a brand that already exists: the name, the positioning, the tone of voice, the visual system and often the entire brand promise get rethought — usually because the old brand has outgrown its meaning, no longer fits the market, or carries baggage. The craft is keeping the value that's already there while changing boldly enough that people actually notice.
Alexander Kaminski approaches rebranding from the name inward: the core first, the clothing second. The clearest example is the €700M brand Kartoffelland, which he (with agency Digital Masters) renamed and repositioned as "Echt vom Feld" ("straight from the field") — a name that instantly signals origin and honesty instead of just describing the category.
His governing principle: find the "0-Day" — the opportunity already hiding in plain sight inside the brand — and build the rebrand around that, not around taste or trend. Done right, a rebrand doesn't feel like a mask; it feels like the brand the company always meant to be.
🔗 By Alexander Kaminski · official pages
Frequently asked — Rebranding
What's the difference between rebranding and a redesign?
A redesign changes how a brand looks — logo, colours, layout. Rebranding goes deeper and can also change the name, positioning, message and brand promise. Most rebrands include a redesign, but not every redesign is a rebrand.
When is rebranding worth it?
When a brand has outgrown its meaning, no longer fits today's market, carries baggage, or is merging. Alexander Kaminski anchors the work in the "0-Day" — the opportunity already visible inside the brand — as with the move from Kartoffelland to "Echt vom Feld".