By Clive Rohald

Brand identity is a powerful tool and messing with it is a risky business. Even the slightest alteration can cause an altercation and affects the target market in terms of their perception of the brand and even their love towards it.

From Jif’s change to Cif, Opal Fruits to Starburst and identity overhauls like that seen with Airbnb of late, nothing goes without comment – or in some cases outcry. Positioned and developed correctly, new identities add significantly to a company’s long term success and the change is necessary for many reasons, namely as an expression of progression.

Yet how Read full story ›

Source: The Drum