Blog

By Category


The psychology that drives resistance to branding change.

A Critical Step in Rebranding Strategy. Over recent months (and maybe years) we’ve tracked a growing consumer activism speaking out against changes to brand identity. Whether it’s global fashion retailer Zara, U.S. grocery chain Giant Eagle,  The City of Frederick in Maryland or most recently,…

Read more »

Branding – Has the consumer empowerment pendulum swung too far?

Brand Backlash – Important feedback of ill-informed hot air? I read with interest this week of a city in the US State of Maryland who launched a new brand identity for the town, only to backtrack in the face of resident dissatisfaction. Having worked on…

Read more »