This Could Be, For Example: 

The previous orientation is hindering further company growth. This can be the case, for example, if you want to appear (more) internationally. Perhaps, the previous appearance did not correspond to the new sales area's global or local target group. 

One would like to massively redefine the target group or expand the brand to a larger target group, with which the previous approach is incompatible. 

There were/are persistent image problems. For example, when the overall orientation about the perceived values ​​is no longer up to date. 

There was a business combination. In this case, both parties should leave the old behind and dare a new start in corporate design. 

The fire has been on a plateau for some time, and there is a risk of a decline in sales if “business as usual” is continued. 

These are all serious problems or significant challenges that prevent us from working in the current style.

Nevertheless, one should also check whether acceptable successes can not be achieved with lower-threshold measures. Their effort, costs, and risk are usually much lower. 

This could be done, for example, through the “Lite Relaunch” of the brand. 

The core of the brand is retained. Only minor improvements are made: This can be a revision of the original logo design or an adaptation of the packaging.

Ultimately, a gentle modernization involving little risk and little costs can have a good effect if it comes at the right time.