Creating New Life For An Old Brand
June 26, 20203 min
Polaroid recently rebranded itself again, which signals another rebirth for a brand name that has been born, reborn, born again. And again.
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Brand Reinvention - Branding Strategy Insider
Brand Transformation Requires The Right Focus
November 25, 20132 min
I regularly refer to adrenaline as the chemical of change. To me, transformation must be radical and scary, because it pretty much requires the same levels of energy and momentum to get to a ‘dangerous’ place as it does to shift to somewhere a lot more comfortable. The only difference may be the time it may take for people internally to get comfortable again.
How To Transform An Under-Performing Brand
February 6, 20124 min
Once the decision has been made to continue to invest in an under-performing brand, brand owners will be faced with a new set of challenges completely foreign to them. The temptation is always to do more of what got you there. That rarely works when brands face reinvention.