Branding
How do you reinvent an iconic brand?
Understanding the difference between a reinvention and a relaunch is critical. “A true brand reinvention is a higher-order challenge,” explains Stephanie Smirnov, president of DeVries. “It rarely happens overnight.”
The first step is to identify the groups whose experience with the reinvented brand can best spark buzz.
“Push beyond traditional influencers to include un-expected targets, such as alternative sub-cultures, who are often well served with a robust digital strategy,” she says.
The ...