The list of brands that have gone through a massive rebranding effort — only to cave into online peer pressure and revert back to their old identities (Tropicana, The Gap, University of California) — continues to grow.
As someone who makes a living rebranding companies, this troubles me.
Foremost, people who comment on Internet threads usually aren’t professional marketers or branding experts. They’re the same people who take half-naked pictures of themselves making duck faces in the mirror, then film a video of their buddy eating a tablespoon of cinnamon.
They don’t understand the hundreds of nuances that go into building a brand.Read full post...