Top executives share their perspective on timing, preparation and clarity of purpose
By: Jenna Lang Warford
“We wanted to… make it more hip, more fun, but we did not want to disconnect with the overarching brand.” — Lela Tucker, Executive Vice President Marketing, Bella Grace Global
The trick to successful rebranding, according to Harvard Business Review’s November 2023 podcast, is to keep as much “cumulative advantage” as possible.
“The modern fantasy about wow, business is changing so quickly. You’ve got to keep morphing and changing, updating your brand, getting a new visual identity. Don’t do that. Why? …because you interrupt habit,” says Roger Martin, professor emeritus and former dean of the Rotman School of Management at the University of Toronto (Canada).
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