Was the most recent change worth it?
Branding experts argue that, yes, it was worth it.
“The awareness of the brand is so high that to completely change it would invite even more ire,” says Bruno Benedini, founder of branding firm Taillight. “[It’s] like what happened with the Gap, when their rebrand offended customers so much that they had to backpedal and return to their original identity. This keeps the brand that everyone already knows relatively intact while communicating the idea that it’s still able to grow and evolve, without tarnishing its legacy.”
Read the full article at Reader’s Digest.
