How to own your brand identity

From taglines and colour schemes to fonts and faces, there are many ways to ensure your business or product is recognisable, and plenty of successful examples to learn from

15th March, 2020
How to own your brand identity
Jenni Romaniuk, a research professor of marketing, aims to help companies understand and protect their distinctive brand assets

When Gap decided to change its long-standing brand in 2010, the American clothing retailer learned a swift and expensive lesson. Just six days after the $100 million relaunch in October of that year, the company was forced to scrap it.

On the face of it, its new logo – which stayed true to its existing blue-and-white colour scheme, albeit with a cleaner design and more modern font – might have seemed innocuous. It drew such ire on...

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