When formulating your rebranding strategy you need to begin at the end. Undertaking this task should not simply be about changing your logo, Website or name to generate increased revenue. Instead, it is essential to think broader in terms of expanding the reach of your brand by aligning with beneficial possibilities. â€œUnderstand the larger opportunities for the brand,â€ says Gibbs. â€œYou need some idea as to what ultimately you are trying to achieve and that is important.â€ Gibbs recommends performing a SWOT analysis (strengths, weakness, opportunities and threats) to help envision the future of your brand. â€œThat end goal dictates how you proceed as you go down the list,â€ he adds. â€œSo based upon that you seal your strategy.â€ Gibbsâ€™ analysis of Soul Train has resulted in several present opportunities including gaming, apparel, branded tours, a musical, a feature film and the launch of a cruise in 2013; proving that this is one train that is going to keep on moving along the track of success for some time.