For clients, managing the rebrand process can be both a challenge and an opportunity. It’s a challenge if the process, roles, and responsibilities are not clearly defined. A lack of planning will likely result in poor decisions, delays, and even
Unfortunately, not all brands live forever. Some simply die from natural causes. They become too old, too feeble, and just can’t manage to stand on their own two feet. Like Sears. Other brands were just too short-sighted and their products
Any organization that embarks on the rebranding path expects results that will propel its brand forward. Otherwise, why go through the time and expense to rebrand? But understanding the challenges is equally important as understanding the opportunities. 1. It’s Not
You may not be looking to be acquired now. But is an acquisition pay-off in your long-range plans? This is the dream exit strategy for many small and medium-sized businesses. The question is how do you prepare and when should
Brands are built from the inside out. How employees feel about your brand translates to how customers feel about your brand. A culture that engenders belief in and a commitment to the brand is at the heart. But it is
It’s easy to overlook some of the most common hidden costs of a rebrand. And those hidden costs don’t fully reveal themselves until they quickly become reality. Knowing about them and planning for them in advance will help reduce the
Pharma Has Set the Bar Pretty Low Are you are looking for inspiration on how to create a bad name for a branded product? Look no further than the Pharmaceutical industry. To be clear we are talking about the brand
Brands live and die by how well they deliver on their brand promise. That’s easier said than done. Brands are complex and dynamic. But they are also fragile. It takes a lot of effort to build and promote a brand.
Brand Governance Will Put Your Fears to Rest Brand governance is one of those terms that evoke images of the brand police. It suggests a policy of strict rules, regulations, and standards that beat brands into submission. Plus the fear
Meaningful Brand Attributes Will Set You Apart Courage is not often associated with a brand. But when it is it becomes an identifiable and differentiating characteristic that can be both meaningful and inspirational. That’s what makes brand character such a
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