Identity Before Strategy: Doom For Rebrands
November 13, 20081 min
Rebranding efforts are tricky things. Once in a very blue moon they can prove to be the turnaround that the management team was hoping for. Sports brand Puma, luxury brand Gucci and the gurus at Apple all provide notable examples of great brand revitalizations during the 90’s. The strategic lessons from these turnarounds do not emanate from what these brands did, but rather what they did not do.
