22 July 2010Download attachment
How to change a brand without destroying the business
When rebranding goes wrong, it can go horribly wrong - as several high-profile names testify.
But the success stories show, that getting it right is more a matter of gradual evolution - barely noticed - than sudden change that confuses and alienates the brand's customers and the world at large. And as Matt Morley-Brown points out, consistency across all media is crucial.