By Sam Bradley

Each week, we ask agency experts for their advice on real problems facing today’s marketing practitioners.

Rebrands are a tricky business. They can make your outfit look like the coolest place to work in the world, or they can squander hard-earned goodwill towards your existing brand. Consider, for example, the recent renaming of Standard Life Aberdeen to Abrdn, which united both grammarians and the Financial Times’ wry Alphaville column in distaste.

While agencies don’t have to worry about consumer perceptions, they do need to market themselves to their next (and current) clients. The latest to do so is Read full story ›

Source: The Drum