17. FOR BRAND CHANGES AND POSITIONING
Branding is ultimately about storytelling, and few formats tell a story more effectively than video. We find it especially useful when a brand is going through a major change, whether that’s a new name, identity, or positioning. Video can explain not just what changed but why and in a way that keeps people engaged. It’s also incredibly effective for bringing the work to life after the fact. A strong case-study video can show the thinking, process, and impact of a brand transformation far more powerfully than a static presentation ever could. — Bruno Benedini, Taillight
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