Brand DNA
I hate it when marketers and/or their brand development advisors become so seduced by the prospects of change that they fail to preserve the essential promises of the original brand. We’ve all experienced it: a new and improved product that tastes awful or one that is harder to use; or a destination that doesn’t meet our expectations. Whose bright idea was it to change the name of my trusty Spray and Wash so I couldn’t find it on the shelf?
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