Rebranding Start to Finish - Final Part 3

Once you commit to rebranding, you need to make sure you're following a sound process. A basic methodology, used by most agencies, includes the following four phases: Discovery Positioning and Messaging Visual Brand Expression Launch Phase 1: Discovery...

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Rebranding Start to Finish: Part 2

We all remember Marlin (Nemo's dad played by Albert Brooks) following Dory (Ellen DeGeneres) around and trying to understand her philosophy of "Just Keep Swimming". While it might promote sanity, it's the worst thing you can do for your brand. By " Brand...

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Rebranding Start to Finish – Part 1

How do you think of your company's brand? Should you continuously be rebranding to stay fresh and new in the eyes of your customers / consumers / buyers / etc. For many marketers, Seth Godin's definition of a brand is helpful and credible: A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision...

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