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REBRANDING: A COAT OF PAINT OR SOUL-SEARCHING? – EDWARD ISRAEL – AYIDE

“Brand is not a product, that's for sure; it's not one item. It's an idea, it's a theory, it's a meaning, it's how you carry yourself. It's aspirational, it’s inspirational.” KEVIN PLANK The brand gurus have left your office after a 4-hour long strategy session, filled...