Rebranded and Reborn
A look at new corporate logos—and how well they achieve their purpose.
by Tony Spaeth
From a CEO’s perspective, there are just two kinds of rebranding (the fashionable name for identity change)—have to and want to. The most common have tos are spin-outs and mergers, for which, strategy-wise, naming is a no-brainer: Something new is being created, and old names clearly won’t work. The interesting question, then, is not strategic but executional: How well does this new name, and mark, help to implement leadership intentions for the new entity?
I’ll take a look at how five leaders addressed a have to challenge and then examine ten want to cases, for which the rebranding was a leadership initiative. Since my last review of corporate brand changes looked specifically at 2002, here I’ll discuss some of the more noteworthy change efforts since that year.
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Source:
Rebranded and Reborn (PDF)
(covering noteworthy work of 2003 and 2004)
Find more about identity on:
identityworks.com