Will your new brand destroy your company?

In our business, we frequently meet people who feel that their company or product brand doesn't fit them. Sometimes the brand used to fit, and sometimes it never did. Bad brands are almost always the result of failing to spend a small amount of money at the beginning. And, now they are facing spending much more money to correct the problems. The question is, what risks are present in re-branding?

Is your brand totalled?

There is lots of talk about brand equity. It's an important concept that is little understood. Today, we'll talk about it in the context of your overall brand strategy.
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