Companies often talk about rebranding — as if “reinventing” or “refreshing” a brand is the magical solution to any problem. This is not true. Here's how branding really works.
Every brand has a shelf life, and it's surprisingly short. Here's how to spot the early warning signs your brand is out of date, and what to do about it.
Brand mascots evoke powerful memories that stick with you for a lifetime. Tony the Tiger, the Pillsbury Doughboy, the Jolly Green Giant, and Mr. Clean are all mascots that personify their brands. They provide a human face that we know, like, and trust.
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