TL;DR: Brand refresh and rebranding business impact statistics in 2026
Stale branding is now a bigger risk than changing it.
Brand refresh and rebranding business impact statistics in 2026 show that 87% of S&P 100 companies have rebranded, and campaigns tied to a refresh delivered 2.1x higher awareness gains than campaigns with unchanged branding.
- Rebranding is no longer a panic move; it usually happens early, with 74% of major companies rebranding within seven years.
- The business upside comes from clearer messaging, better mobile presentation, and consistent rollout, not just a new logo; some cases reported +49% conversion and 2x retention.
- If you are a founder, freelancer, or small business owner, the smart move is to audit your homepage, deck, and sales materials, then decide between a light refresh and a full rebrand. You can also compare the cost of a brand refresh vs rebrand or review rebranding success metrics before you make your next brand move.
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Brand refresh and rebranding business impact statistics tell a blunt story in 2026: 87% OF S&P 100 COMPANIES have rebranded, which means standing still has become a bigger risk than changing carefully. I am Violetta Bonenkamp, also known as Mean CEO, and I am writing this from the point of view of a European parallel entrepreneur who has built across deeptech, edtech, AI tooling, and startup education with small teams, grant pressure, and real cash constraints. For bootstrapped founders, women-led startups, freelancers, and EU business owners, this matters because a tired brand now leaks trust, conversion, and retention long before revenue drops show up in the bank account.
“In 2026, campaigns launched together with a full brand identity refresh produced awareness gains 2.1 TIMES HIGHER than campaigns promoting an unchanged identity.” That single statistic should make founders pause. If your acquisition costs are rising, your website feels harder to explain, and buyers hesitate even when the product is good, your problem may not be media buying or sales scripts. It may be that the market has moved and your brand has not.
How were these brand refresh and rebranding statistics selected?
I built this article from a mix of recent industry reports, marketing surveys, agency case studies, and brand management benchmarks published in 2024, 2025, and 2026. The dataset provided for this article included statistics and references from sources such as the American Marketing Association, WARC, Deloitte updates cited in industry reporting, Lucidpress benchmarks quoted by Bynder’s rebranding statistics guide, campaign data collected in Amra and Elma’s rebranding campaign statistics article, and case examples summarized by Arounda’s 2026 branding statistics roundup.
The time frame leans heavily toward the last two years, though some benchmark studies cited by secondary sources may be older. Geographic coverage is mixed. Some numbers are global, some are US-heavy, and some are general corporate benchmarks that may play out differently for EU startups and SMEs. That matters. A Dutch SaaS company, a Polish freelancer collective, and a German industrial supplier do not face the same buyer psychology or budget limits as a venture-backed US consumer app.
Also, statistics are directional, not promises. Rebranding can help, but a logo cannot rescue a weak product, broken service, confused positioning, or poor unit economics. My bias is practical: as someone with FIVE HIGHER EDUCATION DEGREES, over 20 YEARS OF INTERNATIONAL EXPERIENCE, and founder experience across ventures such as CADChain and Fe/male Switch, I treat branding as a business system, not surface decoration.
What are the headline brand refresh and rebranding statistics founders should know?
- 87% of S&P 100 companies have rebranded by 2026.
Founder takeaway: Big companies rebrand because markets shift. Small companies should not wait until decline becomes obvious. - 79% of S&P 100 companies were cited in a Deloitte Brand Strategy Index update as having rebranded, with average time to first rebrand at 4.2 YEARS.
Founder takeaway: Early rebranding is often a growth move, not a rescue move. - 74% of S&P 100 companies rebranded within their first SEVEN YEARS.
Founder takeaway: Your original identity often fits your launch phase, not your scale phase. - 82% of marketers have worked on one or more rebranding campaigns.
Founder takeaway: Rebranding is normal operating behavior, not a rare corporate drama. - 87% average awareness lift was reported for integrated digital campaigns across 47 markets, and refresh-linked campaigns saw 2.1x higher lifts.
Founder takeaway: Paid media works harder when the brand story and visuals are fresh. - +49% conversion rate and +24.5% traffic growth were reported in one rebrand case study.
Founder takeaway: Clearer messaging can change buyer behavior fast. - 2x customer retention and +22% traffic growth were reported in another rebrand case example.
Founder takeaway: Better structure and brand clarity can raise retention, not just clicks. - +38% onboarding completion and +52% mobile conversion appeared in a product rebrand case.
Founder takeaway: Brand refresh affects product adoption when navigation and story improve. - 10% to 20% higher revenue was linked to brand consistency in Lucidpress research cited by Bynder.
Founder takeaway: The rebrand itself is not enough. Rollout consistency is where money shows up. - 57% of marketers say the top reason for rebranding is to update brand identity, followed by 45% for repositioning and 41% for audience change.
Founder takeaway: Most rebrands happen because reality changes, not because founders get bored.
Why are so many companies rebranding in 2026?
Let’s break it down. The popular myth says rebranding happens when a company is failing. The numbers say something else. When 74% of major companies rebrand within seven years and the average time to first rebrand falls to 4.2 years, rebranding looks less like panic and more like adaptation to product expansion, new buyer segments, international growth, and channel change.
From my side as a European founder, this makes complete sense. At CADChain, where we worked on IP protection and compliance tooling for CAD and 3D workflows, the narrative had to evolve as our product, partners, and markets evolved. A startup often starts with one language for investors, another for early adopters, and then a third for enterprise buyers. If you keep speaking launch-stage language to scale-stage customers, confusion compounds.
There is also a hidden 2026 factor. AI-generated brand assets have made visual production cheaper, but they have also flooded markets with generic sameness. So a refresh now has two jobs: modernize the expression and defend against becoming visually forgettable. This is why I keep saying founders should treat the brand like a strategic game asset. It should help you collect trust, memory, and conversion faster than competitors.
- 87% of S&P 100 companies have rebranded.
- 74% rebranded within seven years.
- 57% of marketers say identity update is the top trigger.
- 41% say audience change is a trigger.
What this means for bootstrapped EU startups: you do not need a full rename and six-figure rollout to keep up. You do need an honest audit of whether your current brand still matches your actual customer, your present product, and the way buyers compare vendors in search, on LinkedIn, and on mobile.
What should founders do in the next 90 days?
- Audit your homepage, pitch deck, LinkedIn page, and sales materials for message mismatch. If each asset describes a different company, your brand is already fragmented.
- Interview 10 recent buyers or lost leads and ask one sharp question: “What felt unclear, outdated, or less credible than alternatives?”
- Choose between a brand refresh and a full rebrand. A refresh updates visual identity, messaging, structure, and consistency while keeping the strategic foundation. A full rebrand changes the foundation itself, often including name, positioning, or audience.
Do brand refreshes actually improve revenue, retention, and conversion?
Yes, sometimes sharply, but the mechanism matters. A brand refresh works when it reduces friction in how people understand, trust, and act. Several 2026 case examples point in that direction:
- +49% conversion rate and +24.5% traffic growth after a rebrand in one case study.
- 2x retention, +22% traffic, +5% engagement, and -20% bounce rate in another example.
- +38% onboarding completion, +33% time on site, +45% feature usage, and +52% mobile conversion in another rebrand case.
- Companies that successfully redesigned logos observed average revenue growth of 11% in the following year, according to figures cited by Celerart’s brand refresh strategy guide.
Notice what these examples have in common. The gains did not come from “pretty branding” alone. They came from message clarity, better navigation, stronger mobile presentation, improved information hierarchy, and visuals that matched the product promise. That is a commercial effect, not an artistic one.
As Mean CEO, I am skeptical of decorative work that does not change behavior. In Fe/male Switch, my gamepreneurship work follows a simple principle: gamification without skin in the game is useless. I apply the same logic to branding. A rebrand that does not reduce buyer hesitation, improve retention, or increase sales conversation quality is theater.
For freelancers and solopreneurs, this is good news. You do not need a giant budget to improve business results through brand work. If your service pages are vague, your visual identity looks inconsistent across proposals and social profiles, and your niche is not immediately obvious, a focused refresh can lift conversion before you spend another euro on ads.
What should founders do in the next 90 days?
- Track baseline metrics before changing anything: conversion rate, bounce rate, demo-to-close rate, branded search volume, retention, repeat purchases, and proposal acceptance rate.
- Rewrite your homepage headline and service descriptions around buyer outcomes, not your internal jargon.
- Test one mobile-first redesign of your top revenue page. If mobile conversion rises, your “brand problem” may actually be a clarity and structure problem.
How much does consistency matter after a rebrand?
This is where many founders waste the whole exercise. Lucidpress research cited by Bynder says brand consistency can increase revenue by 10% to 20%. Another statistic cited in LinkedIn commentary points to an average +39.7% lift in recognition from consistent identity rollout. Put plainly, if you refresh the logo but leave old decks, old sales one-pagers, mismatched product screenshots, and contradictory social messaging in circulation, you dilute the upside.
Consistency is not a style police issue. It is a trust compression tool. Buyers use repeated visual and verbal signals to decide whether a company is stable, serious, and worth the risk. In B2B, where the purchase cycle can involve legal review, procurement, and internal politics, inconsistency quietly increases perceived risk.
This is very visible in Europe, where cross-border selling adds another layer. If your English site says one thing, your German or Dutch partner deck says another, and your founder profile communicates a third message, each market receives a weaker impression of the same company. My linguistics background makes me blunt about this: language is not decoration. It is an interface. Poorly managed brand language creates behavioral confusion.
- 10% to 20% higher revenue is linked to consistency.
- 94% of consumers cited in one source are more loyal to brands with consistent communication across departments.
- 60% of consumers avoid companies with unappealing logos, according to figures cited by Celerart.
What should founders do in the next 90 days?
- Create a simple brand system, not a 100-page manual. Include logo use, colors, typography, tone, messaging pillars, and approved product descriptions.
- Update every high-intent asset first: homepage, pricing page, pitch deck, proposal template, email signature, LinkedIn banner, and sales one-pager.
- If you operate in several EU markets, review translations and local copy. A literal translation of a US-style positioning statement often sounds unnatural or overhyped in Europe.
What is the business case for a brand refresh versus a full rebrand?
Founders often ask the wrong question. They ask, “Should we change the logo?” The better question is, “Has the business changed enough that the current brand no longer explains who we are and why we matter?” A brand refresh and a full rebrand are not the same move.
According to Celerart’s 2026 brand refresh guide, a typical brand refresh may take 1 to 2 months and cost around $15,000 to $50,000, while a full rebrand may take 6 to 12 months and cost $50,000 to $200,000+. For bootstrapped businesses, that difference matters a lot.
My founder rule is simple. If the business model, target buyer, and strategic story still hold, start with a refresh. If your market category, company name, audience, or trust baggage make the old brand actively harmful, consider a full rebrand. This is the same mindset I use in startup education: default to the lighter test until you hit a hard wall. It saves cash and reveals whether the bigger move is actually needed.
- Refresh: better for outdated visuals, weak message clarity, poor mobile expression, channel inconsistency, or product evolution within the same market story.
- Full rebrand: better for mergers, serious reputation issues, radical audience change, international expansion with naming issues, or a strategic pivot.
Warning: the hidden cost of either choice is internal confusion. Teams often think the work ends when the new visuals are approved. In reality, rollout is where the commercial effect appears or dies. Bynder reports that rebrands take around SEVEN MONTHS on average from initial talks to rollout. That timing is one more reason to plan in phases.
What should founders do in the next 90 days?
- Map your symptoms. Are you dealing with outdated aesthetics, weak positioning, audience shift, trust damage, or structural product change?
- Cost the rebrand against a real business goal such as lower acquisition cost, better close rates, improved retention, or stronger recruitment.
- Phase the work. Start with message architecture and top-converting pages before rolling out lower-impact assets.
Why does rebranding hit small teams and women-led startups differently?
Here is where generic branding advice becomes lazy. A venture-backed company can spend heavily on agencies, media, and rollout. A bootstrapped founder, a freelancer, or a women-led startup often cannot. That changes the rebranding equation.
In my own work with founders, especially through Fe/male Switch, I have seen the same pattern again and again. Women do not need more inspiration. They need infrastructure. A rebrand for a resource-constrained team should focus on the assets that produce business movement fastest: homepage clarity, authority pages, investor narrative, founder profile, email sequences, sales materials, and proof packaging.
Also, small teams tend to confuse visual polish with strategic clarity. If you are a solo founder, your face, your writing, your deck, your onboarding emails, and your invoices are all part of the brand. That means your rebranding budget should not disappear into abstract “creative concepts” while your lead magnets, case studies, and conversion pages remain weak.
- 68% of companies cited by Dash say brand consistency adds 10% to 20% to revenue.
- 81% of consumers need to trust a brand before buying, according to figures cited by Dash.
- 84% of consumers say authenticity affects purchase decisions, also cited by Dash.
European founder angle: in many EU markets, trust and clarity matter even more because buyers can be more cautious, procurement can be slower, and language nuance matters. Add grant applications, public tenders, or technical buyers to the mix, and weak branding becomes a tax on every interaction.
What should founders do in the next 90 days?
- If you are bootstrapped, put your first rebrand euros into message architecture, website conversion pages, and social proof formatting.
- If you are women-led and capital-constrained, focus on authority signals that cost less than ad spend: founder story clarity, case studies, benchmarks, and educational content.
- If you are solo, build one repeatable brand kit: proposal template, About page, FAQ page, offer sheet, testimonial format, and short founder bio.
What are the most quotable predictions for 2027?
These predictions build on the statistics above and on my founder perspective as Mean CEO.
“By 2027, founders who pair a brand refresh with paid distribution will keep seeing better results than founders who spend media budget on a stale identity, because 2026 data already shows refresh-linked campaigns producing 2.1 TIMES higher awareness lifts.”
“By 2027, bootstrapped EU startups that review their brand every 18 to 24 months will waste less money on acquisition, because message drift compounds quietly before churn appears in reports.”
“By 2027, the highest-performing rebrands will look less like design projects and more like conversion projects, because the biggest gains in 2026 came from clearer navigation, mobile usability, and sharper positioning.”
“By 2027, women-led startups that package trust visibly through proof, consistency, and founder authority will close more deals without matching bigger competitors on ad spend.”
“By 2027, companies that treat rebranding as a one-time launch event will underperform companies that treat it as a rolling system of message maintenance, because brand consistency still decides whether the refresh reaches the market intact.”
Where is the data weak, inconsistent, or under-researched?
This topic has real data gaps, and pretending otherwise would be sloppy. First, many public rebranding statistics come from agency roundups, secondary summaries, and campaign reports rather than peer-reviewed research. The numbers are useful, but they mix sectors, geographies, and methods.
Second, there is not enough clean segmentation for:
- Bootstrapped versus VC-backed startups
- Women-led businesses versus general founder populations
- EU country-level differences
- B2B industrial companies versus DTC consumer brands
- Freelancers and microbusinesses
Third, “rebrand success” itself gets measured in inconsistent ways. Some sources track recognition. Others track traffic, conversion, revenue, retention, or sentiment. A company can gain attention after a rebrand and still lose money if the repositioning attracts the wrong audience or confuses existing buyers.
There are also structural factors the headline numbers rarely capture:
- EU labor and tax regimes that affect rollout speed and hiring.
- Translation and localization costs across member states.
- Different trust norms across sectors such as deeptech, health, SaaS, manufacturing, and education.
- The effect of founder-led branding in small businesses where the personal brand and company brand overlap.
If you are a journalist, blogger, or operator citing these numbers, that nuance matters. Use the statistics to guide attention, then test against your own funnel and customer interviews.
How can startups, freelancers, and EU founders use these numbers in practice?
Bootstrapped startups
If consistency can add 10% to 20% to revenue and refresh-linked campaigns can produce 2.1x better awareness lifts, then your job is to stop scattering money across weak channels and fix the commercial story first.
- Prioritize homepage, product pages, email nurture, and sales deck before paid acquisition.
- Measure whether your refreshed message lowers bounce rate and raises demo bookings.
- Use content with original stats or field insight to support the new brand narrative and earn trust faster.
Women-led startups
When outside capital is harder to access, expensive vanity branding is a trap. Focus on trust architecture instead. Your rebrand should make expertise, traction, and proof easier to read in under 10 seconds.
- Rewrite founder and company bios to make authority visible fast.
- Package testimonials, numbers, and case evidence in a consistent format across your site and decks.
- Build a visual and verbal system that works on grants, pitch submissions, LinkedIn, and direct sales outreach.
Solopreneurs and freelancers
You do not need a grand rebrand. You need a visible niche, coherent offer language, and a credible digital presence. If one case study showed +49% conversion after message and visual clarification, a solo operator can often get fast wins from simpler changes.
- Clarify one niche, one problem, and one outcome on your homepage.
- Update proposal templates and portfolio pages to match the same visual identity and promise.
- Make mobile readability a priority. Many buyers check freelancers on their phones first.
EU startups
Cross-border trust is part of the job. If your company sells in more than one EU market, the rebrand has to survive language, compliance context, and buyer culture.
- Localize, do not merely translate, your top pages and partner materials.
- Review whether your visuals and wording feel credible in public-sector, industrial, or grant-funded contexts.
- Use the rebrand to clean up your legal, privacy, and compliance messaging so buyers do not need to guess whether you are serious.
What mistakes destroy the business effect of a rebrand?
- Changing visuals without changing message clarity. Pretty confusion is still confusion.
- Launching without baseline metrics. If you do not know your pre-refresh conversion, bounce, retention, and close rates, you cannot judge whether the project worked.
- Ignoring mobile. Some of the biggest reported gains came from mobile conversion and navigation improvements.
- Skipping internal rollout. Sales, support, founders, and partners need the same language.
- Over-rebranding. If trust equity still exists, do not erase recognizability for the sake of novelty.
- Under-rebranding. If your market, audience, or category changed completely, tiny cosmetic edits will not save you.
My rule is harsh but useful: if your rebrand creates more internal excitement than customer movement, you probably changed the wrong things.
What practical checklist can founders use right now?
Here is a direct checklist built for entrepreneurs, startup founders, freelancers, and small business owners.
- Pick 1 to 2 statistics from this article that challenge your current assumptions.
- Audit your current brand across website, LinkedIn, sales deck, proposal, and email signatures.
- Decide whether you need a brand refresh or a full rebrand.
- Write one sentence that explains your company’s promise in plain language.
- Set baseline numbers for traffic, conversion, bounce rate, close rate, retention, and repeat sales.
- Update the top three assets that influence revenue first.
- Roll out a simple brand system across all customer-facing materials.
- Track changes for 90 DAYS.
- Interview buyers again and compare perception before and after.
- Review the brand every 18 to 24 months, or sooner if your audience or product changes sharply.
What framework should founders use to make brand decisions without wasting money?
I use a simple four-step founder framework.
- Observe: collect brand refresh and rebranding business impact statistics, plus your own funnel numbers and customer comments.
- Interpret: decide whether the issue is visual aging, category confusion, weak trust, audience shift, or poor consistency.
- Act: test one focused change, such as homepage messaging, case study structure, or mobile-first redesign.
- Adapt: review results quarterly and refresh before the market forces a panic move.
That is the real lesson from the 2026 data. Rebranding is not vanity when it fixes business friction. It is expensive theater when it ignores business friction. Founders who understand that difference will keep more trust, more conversions, and more room to grow.
People Also Ask:
What is the difference between a brand refresh and a rebrand?
A brand refresh updates parts of an existing brand, such as the logo, colors, messaging, or website, while keeping the company’s identity mostly intact. A rebrand is a bigger change that can involve a new name, positioning, visual identity, and market perception.
How often do companies rebrand or refresh their brand?
Many companies do a major rebrand about every 7 to 10 years, while smaller brand refreshes often happen every 3 to 5 years. The timing usually depends on market shifts, business growth, mergers, or changes in customer expectations.
Do strong brands outperform weaker brands in business results?
Yes, research cited in search results shows strong brands often perform better financially than weaker ones. One source notes strong brands outperformed the market by 73%, while another says strong B2B brands outperform weak brands by 20% in revenue generation.
What percentage of major companies rebrand early in their lifecycle?
One cited statistic says 74% of S&P 100 companies have rebranded within their first seven years of operation. This suggests many large companies revisit their branding early as they grow and refine their market position.
Can a brand refresh improve recognition and visibility?
Yes, a brand refresh can improve recognition when it clarifies visual identity and messaging. One result mentions an average 39.7% lift in brand recognition after a brand identity rollout or refinement.
Does rebranding affect shareholder value?
It can, because brand value often makes up a large share of business value. One result states that brands account for more than one-third of shareholder value, which means branding changes can influence how a company is perceived by investors and the market.
Why do companies choose a brand refresh instead of a full rebrand?
Companies often choose a refresh when the business is still well known but looks outdated or needs clearer messaging. A refresh is usually less disruptive than a full rebrand and helps modernize the company without losing existing recognition.
What are the warning signs that a company may need a rebrand?
Common signs include slowing growth compared with competitors, declining perception, outdated visuals, unclear messaging, or a mismatch between the brand and the company’s current direction. These issues often show up in business results before they become obvious in the market.
Are there risks involved in rebranding or refreshing a brand?
Yes, both carry risk if the change confuses customers or weakens recognition. A full rebrand can be more permanent and harder to reverse, while even a refresh can lead to short-term drops in performance if it is poorly received.
How many assets are typically affected during a rebrand?
Rebranding can affect a large number of business assets, from websites and packaging to sales materials and social profiles. One source notes that, on average, 215 assets may need to be updated during a rebrand.
FAQ on Brand Refresh and Rebranding Business Impact Statistics
How can founders tell whether a weak brand is hurting demand generation before revenue drops?
Look for earlier signals than sales: falling branded search, weaker click-through rates, lower demo bookings, longer sales cycles, and more “not sure what you do” feedback from prospects. Track these in analytics before changing anything. Use Google Analytics for startup brand performance tracking and review practical rebranding success metrics from Visual Soldiers.
What is the safest way to test a brand refresh without risking a full rollout?
Start with a controlled test on one high-intent asset such as the homepage, pricing page, or core service page. Update message hierarchy, proof, and mobile clarity first, then compare conversion and bounce rates over 30 to 90 days. Apply SEO testing frameworks for startup websites and compare options in Blankboard’s refresh vs rebrand vs redesign ROI guide.
Which rebranding metrics matter most for B2B startups with long sales cycles?
For B2B, focus less on vanity awareness alone and more on pipeline quality, proposal acceptance, sales velocity, branded search, return visitor behavior, and lead-to-close rates. These show whether trust and clarity improved. Build a measurement stack with Google Search Console for startups and check B2B-friendly rebrand measurement ideas from Visual Soldiers.
How should EU startups adapt a rebrand for cross-border markets?
A cross-border rebrand should localize tone, proof, and trust signals, not just translate headlines. Review whether your claims sound credible in each market and whether legal, privacy, and procurement messaging feels region-appropriate. Follow the European Startup Playbook for cross-border growth and see why modern refreshes align identity with evolving markets.
Can paid ads work better after a brand refresh, and why?
Yes. A clearer identity often improves ad efficiency because landing pages match buyer expectations better, which can lift engagement and lower wasted clicks. Better message consistency also makes retargeting and branded campaigns more persuasive. Improve post-refresh acquisition with Google Ads for startups and explore WARC-linked rebranding campaign stats summarized by Amra & Elma.
What are the biggest risks of rebranding too late instead of too early?
Late rebranding usually costs more because confusion has already spread across search, sales materials, partnerships, and product perception. You end up fixing trust erosion, not just modernizing presentation. Delays can also make acquisition less efficient over time. See the Bootstrapping Startup Playbook for resource-smart timing and review why outdated brands lose ROI in Blankboard’s cost analysis.
How can women-led startups make rebranding pay off without overspending?
Put budget into trust architecture first: founder positioning, case-study formatting, social proof, investor narrative, and conversion pages. That usually moves outcomes faster than expensive concept work. The goal is faster credibility, not aesthetic perfection. Use the Female Entrepreneur Playbook for lean authority building and read why rebranding should be tied to measurable ROI.
Should a startup refresh its website first or its brand first?
If the strategic story is still valid, begin with a brand-led website update: sharpen positioning, proof, structure, and mobile usability together. A website redesign without message clarity often repackages confusion. Pair content clarity with AI SEO for startups and compare brand refresh versus website redesign outcomes in Blankboard’s ROI breakdown.
What can founders learn from successful and failed rebranding case studies?
Successful rebrands usually align business evolution with clearer positioning, while failed ones often overchange recognizable assets or ignore customer expectations. The lesson is to validate strategic fit before public launch and measure impact after. Strengthen founder-market messaging with LinkedIn for startups and study rebranding case studies with wins and warnings from The Marketing Agency.
How often should startups review brand relevance in fast-changing markets?
For most startups, a formal review every 18 to 24 months is sensible, with earlier checks after pivots, audience shifts, new markets, or product expansion. The review should include customer interviews, funnel data, and competitive positioning. Create a repeatable review process with AI automations for startups and browse 2026 branding trend signals from Arounda.
