First of a series about Rebrands, where I examine each case through the lenses of Strategy/Announcement/Launch (based on what I can see that was made public), Business, Brand, Identity, and Wo/Man-in-the-street.

Brand as Operating System - or … is it?

The need for a Phase Zero in corporate rebrandings.

Chapter 21 of my work memoirs.

Do real Brand Architecture — not just Portfolio Management or simply House of Brand vs Branded House.

A Brand-functioning world should have Brand-related founding documents as well, and I planned for a July 4th publishing date - but then got sidetracked with a reflecting pool, a big arch, and a rebranding program for a Canadian lake. Well, here I am, at last. Mr Jefferson and I thank you for reading, commenting, and sharing it as you see fit.

A view of how Marketing and Branding should collaborate.

make Brand matter to your business

“Get the fundamentals down, and the level of everything you do will rise” - Michael Jordan

McKinsey touts Brand and Branding, and why it’s a problem.