New look means more business. Really?

I had blogged in my first post that i would be changing my blogs lay out very soon. And here it is, the blogs new look. I am not sure when i will be giving my blog a makeover again, but i am sure i will so i am posting a snapshot of the current layout as a time capsule.

Well the question arises why did i change the layout. Well in my case the older layout was very broad so the posts did not take much length. The sidebar on the blog did not run in neck with the posts. I also did not want to increase the number of posts in the main page to increase the length. So, all the reasons turn out to be non-technical ones and just to make the blog more attractive and appealing to the first time visitors. Get them to read the posts, make sure they find value and subscribe to the blog. Isn't that what marketing is all about?
My point here is that the real appeal should always be in the product, in this case, the posts, but to get people to try the product your packaging should be appealing.
So, how important is a makeover for brands? Brand makeovers are all about giving your brand a fresh start. When you have a change in ideology, your motives or change in target customers, a brand makeover helps you deliver this point to the world.
But there should always be a reason for brand makeover. Some times brand makeover can be done just as an excuse for the new ad campaign or just for the sake of change, like Ceat did.

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In the past, we have had UTI Bank changing to Axis Bank. The reason in this case was the end of contract between the bank and the parent company but it did wonders for the bank. It helped create a more trustful name for the bank as the name UTI had lost public faith after the US-64 issue. Others in the banking industry in India who opted a makeover in the recent past are Bank of Baroda and Canara Bank. For both the banks the new look helped target a new market and get a new set of loyal customers.
Brand makeover is a costly marketing initiative but can do a great deal to lift the company's turnover if planned properly and executed with all other factors and the real product in proper shape. Remember its the product that will ultimately get your cash register ringing and marketing is just an art that can help.