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I just read the Dave Fleet’s post on Branding… which came from Seth Godin’s post on branding… which came from Freshfuel and Dieline’s post on some new logos!
(at least I believe that’s the bunny trail that led you to here)
The BIG IDEA is:
Re-branding will not fix your company’s problems!
»»» I agree! «««
MY EXAMPLE: I saw [...]

Superman hid his identity with his super chic glasses. Yet the fact is… he was known for his dark-rimmed eyewear (among a super suit as well). Even though Superman attempted to hide his identity… he actually branded himself with this minor headgear.
 
© Less Walker
 
Many organizations accidentally hide their identity and not even know it. With [...]