rebranding

When is a brand promise broken? Who decides? Will Whole Foods soon find out? TELL US WHAT YOU THINK.

Posted by on May 9, 2011

Is a brand promise broken when customers feel it is, even if the facts don’t support their feelings? A recent case involving Whole Foods Markets may soon test this question. A few weeks ago a Florida judge decided to allow a lawsuit to proceed against Whole Foods Market Inc. (WFMI). The suit alleges that the company violated Florida’s deceptive trade practices law by knowingly selling frozen vegetables grown by prisoners on a Chinese farm irrigated from a polluted river, and owned by the Chinese government. The produce was allegedly certified as organic by another government-owned company,...

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Branding – More Than Skin Deep

Posted by on Feb 3, 2011

Over the years, several of our clients have retained advertising agencies to help boost their visibility and image in the market. While clients often think this will be limited to logos, images, slogans and ad copy, many ad agencies view it as an opportunity for rebranding. This carries a hidden risk. We’ve seen executives approve an exciting new brand before fully understanding its strategic implications and before integrating supporting changes into their strategic plan. At best, this slows the implementation of the new brand. But worse, it may require backing away from the new brand...

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