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Branding

Guidelines for Revitalizing a Brand

History shows that ignoring or missing a major consumer trend or behavioral shift can have significant detrimental effects on brand survival. Some never recover, but others have learned how to reinvent themselves. Here are some suggestions for revitalizing a brand, from CEOs who have achieved it.

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DIY Brand Building

Tom Duncan The Challenge. You’re a manufacturing company looking to make headway in a market saturated with established brands. Like you, your competitors operate cost-efficient manufacturing facilities in China, so competing on price is not an option. What’s more, several peer brands are owned by the very retail channels you’re hoping to sell through—fiercely territorial players unlikely to give prime ...

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Do CEOs Read History?

A recent analysis of Microsoft tells a familiar tale, one where an aging CEO loses touch with the core integrity of a brand. It seems that leadership style and age perhaps go hand in hand, and it may not be the right decision to put an older CEO in charge of a growing company.

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