The clearest sign a company may need to rebrand isn’t an outdated identity. It is a growing distance between what the business has become and what the market still believes it to be.
There is a general feeling nowadays that things are out of control. An understatement, perhaps, but not a misstatement. People feel a loss of agency.
Apple just introduced its new, foldable iPhone Duo. Whether you think this is fabulous or a future flop, Apple has reignited focus on the intertwined roles of innovation and marketing.
Twenty years ago, Branding Strategy Insider began with a straightforward ambition: create a place where people serious about building brands could find thinking that made them better at it.
In its heyday, Target promised affordable, designer style for everyone. Anyone could afford stylish items that were ordinarily available only to those with money for conspicuous consumption. That Alessi teapot could be yours. Target democratized designer style.
