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Is Harley trashing their brand in an effort to stay relevant?

Harley focuses on product development and growth but disregards its long held brand beliefs As a brand strategist I have often admired and held up Harley Davidson as great example of a powerful brand. Not because I own or want to own a Harley (so…

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Qantas rebrand – new era spirit or just spiritless?

Australia’s national carrier just launched its refreshed brand identity. It’s being positioned as “a new era, same spirit”. The Qantas rebrand is being linked to the airline’s new fleet of Dreamliner aircraft. It follows a series of service and product improvements. “This is not just…

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