Branding is an integral part of any entity’s ID. Every industry is crowded with personalities and products competing for attention and customers. That is why a noticeable and recognizable campaign is so important.

Expert marketer Evan Metropoulos has worked with some of the biggest brands and pop stars to rethink and revitalize their image. His vision and strategies drastically heighten brand awareness and create new points of contact for fans and customers.

According to Metropoulos, branding campaigns need to incorporate all forms of media and span numerous platforms to be effective. Whether in the movie, music, or merchandise world, from New York to L.A., the United States or Europe, branding must be bold and striking and reflect the values and persona of its representative icon.

When considering a rebrand for a superstar, Metropoulos says it is most important to work slowly and methodically, convey authenticity, and exercise humility. “It is absolutely possible to rework a personal brand,” he says, “but it needs to be done with intention and thought.”