A Branding Agency on Debranding
April 10, 2012 | Brand Innovation, Branding, Branding Best Practices, Marketing Best Practices | branding best practices, Debranding
By Amina AlTai It’s kind of a branding oxymoron. Brands spend billions of dollars trying to capture consumer attention and mind share, only, at the peak of their life cycle, to do an about face and abandon their brand names. Cue confused face. It’s a delicate balance. Small brands, though often modest in revenue, are celebrated for their coolness and newness. Large brands, though strong in revenue, are pervasive and too easy to come across. When there is a starbucks on every corner, and everyone is toting a logo-emblazoned Gucci… read the rest of the article »
