Creativity + Imagination + Smarts

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Which brings us back to one of the fundamental truths of branding: repositioning is almost always impossible. No matter how attractive it appears or how commonly we use the term in marketing, the actual business of changing a brand’s DNA and being successful is ridiculous. It looks good on a flip chart: Here we are in the lower-left quadrant, but we’d sell more if we moved to the top right of the chart.
Mark Ritson. “Rebranding: Not Beyond Credibility” (via peterspear)
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