In an article in today's issue of the Boston Globe, I read, "Unfortunately, [Boston's branding] problem is bigger than a simple rebranding strategy and it's not something a new logo or tagline is going to fix. Why? Because the personality of a brand can only represent the personalities of the people behind it."
Bingo! From the perspective of a certified brand strategist and general observer of life and business, I see too many organizations create a new logo and all the goodies that go with it under the name of "rebranding." Logos, taglines and nice brand communication are only truly useful if founded in reality (including recognition of the connection between a brand and its buyers) and strategic management of behaviors necessary to reinforce all the words and pictures.
Bingo! From the perspective of a certified brand strategist and general observer of life and business, I see too many organizations create a new logo and all the goodies that go with it under the name of "rebranding." Logos, taglines and nice brand communication are only truly useful if founded in reality (including recognition of the connection between a brand and its buyers) and strategic management of behaviors necessary to reinforce all the words and pictures.
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