Originally published on my friend and international branding guru Stanley Moss’s blogs, What Is a Brand? and Endless Road, as he requested this piece. Jaguar Land Rover announced some time back that it didn’t see Land Rover as a brand any more. It would rather we think of Defender and Discovery as brands, […]
One thing that marketing teaches you is that you need to have a market orientation: put yourselves in the shoes of the consumer and figure out what they want, rather than force something on them. And one thing that leadership teaches you is owning up to when you’ve got it wrong, and making the necessary […]
A rebrand should be done with consultation, and that should be factored in to any decision-making. In the 2010s, it should consider out-of-the-box suggestions, especially in an increasingly cluttered market-place. It should be launched internally first, then externally. A new logo would surface after months of exhaustive design work. The result should be something distinctive […]
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