From Wall Street Journal: Entrepreneurs have shied away from rebranding their companies. But as competition rises and costs fall, that’s starting to change.
Integrating strategy with the creative process results in tangible deliverables a recommended “roadmap” that are informed and lead to a vision for what direction an organization can move forward in.
From TED: In a world of too many options and too little time, our obvious choice is to ignore the ordinary stuff. Seth Godin spells out why, when it comes getting our attention, bad or bizarre ideas are more successful than boring ones.
Over 1900 company naming changes occurred in America in 2006 including Apple Computer, Binney & Smith and Federated Department Stores
From John Quelch at Harvard Business Review: Aggressive marketing and brand-building can boost stock prices by raising customer and investor expectations. But the penalties for not delivering on marketing promises are fast becoming as significant as not meeting quarterly earnings targets.
Want to market your brand better? Then tell a story. That’s the top finding from an intensive three-year study entitled “On the Road to a New Effectiveness Model” released this month.