Put a new shine on your brand

Reinventing brands, including long-established offerings, has become increasingly common in the 'age of consumer empowerment'.

Put a new shine on your brand

Rob O'Regan

Irrelevant. Indistinguishable. Disconnected.

When describing a brand, these terms are enough to make any marketing executive break into a cold sweat.

Applied to an established brand, the words signal an ominous shift...

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