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Branding Inside Out and Outside In
Author(s) -
Abbot Rodney,
Birdsall Connie,
Murphy Brendán
Publication year - 2011
Publication title -
design management review
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1557-0614
DOI - 10.1111/j.1948-7169.2011.00137.x
Subject(s) - business , advertising , public relations , marketing , management , political science , economics
Brand repositioning is a big undertaking—an initiative that corporations undertake only rarely—and it often involves outside agencies working with designers on the client side. Three partners from Lippincott describe campaigns with Dell, Starbucks, and Wells Fargo and suggest some branding pointers for clients, as well as agencies, to keep in mind.