Featured Insight

  • Breaking the Law of Inertia with Brands and Businesses

    By on October 25, 2017

    Refreshing a brand sometimes requires a whole lot more than cosmetics. It may require rethinking the entire business. This is especially true when the reason for the rebranding effort extends beyond novelty or staying relevant. Instead, the repositioning must help the company stay alive.

    Such a case may require fundamentally rethinking both the business and brand strategies to better meet changing market, competitive and customer landscapes and to better capture new opportunities and mindshare.

    With so much at stake, there can be no room for misguided ideas originating from “dominant logic.”

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