We often get asked: When should a brand be refreshed? While there are some major inflection points we can point to — a merger, a reputational crisis — in many cases the answer is not simple. However, in reviewing branding projects that DeSantis Breindel has worked on over the years, we noticed five warning signs our clients have encountered when coming to us for help. Howard Breindel detailed these five scenarios in a recent Forbes article.
Read the 5 early warning signs on Forbes.
One logo does not always translate to one cohesive brand. One of our clients, a global management consulting firm, learned this first hand. After a series of acquisitions and internal restructuring, management was focused on creating a “one firm” mentality, hoping to create synergies across a diverse array of practice areas that would lead to…
According to the Harvard Business Review, “study after study puts the failure rate of mergers at somewhere between 70-90%.” More often than not, brand is not promoted or leveraged to provide unity, clarity and solidarity during this critical inflection point, yet brand can make all the difference between success and failure for the companies…
Few would dispute that the world in which we live and work is changing at an extraordinary pace. In this dynamic landscape, business executives face immense pressure to not only survive – but thrive. In other words, they have to keep up with the pace while bumping up profits.
Continuous innovation is a strategy we hear…