For most businesses, using branding to freshen up the overall image of the business can retain current customers and attract new ones. As the trend continues to shop the newest and coolest places it is imperative to constantly innovate in all areas of the business. Having a new and fresh image, can open the business up to a whole new area of the market as well. While not a perfect example, the way Wendy's went from "Old Fashioned" to "Contemporary" has broadened their overall reach in the market and gained them new customers. Freshening the overall image of the business has other advantages as well. As innovation and creativity begin flowing in the branding aspect of the business, soon other areas of the business begin to innovate as well.
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