by Suzanne Tulien, an Overdrive contributor and principal and founder of the Brand Ascension Group
“Oh, you’re a brand consultant? Our company just went through a re-branding effort 6 months ago. We’ve all got new business cards, a new logo, and new ad campaigns coming out.”
I cannot tell you how many times I hear this and like statements from those I meet on a daily basis. And how frustrating it is to hear how much time and effort is wasted in creating new marketing materials, calling it ‘re-branding’, and not doing anything in terms of restructuring the internal architecture of the organization’s brand itself.