Lemley Design

Here is the article written for Brandchannel… 

A Reason to Believe. Finding the Dramatic Difference in retail brand revitalization. By David Lemley

Many retailers go through an exhaustive brand revitalization process only to find that they must do it again within two to five years. Even immediately after revitalization, they often have a vague sense of “something” not being quite right. They’re still losing market share and not making customer connections. When they find that profits and sales start dropping, they have no choice but to go back to the drawing board. Why? The revitalization was probably superficial - design changes, marketing changes, but no real fundamental change. In reality, their retail brand has lost its relevance. There is no reason to believe. The customer doesn’t believe, the employees don’t believe and management doesn’t know what to believe. Identifying the problem is one thing, but, how to fix it?

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Lately, the word “Branding” seems to make corporate executives shift uncomfortably in their seats and roll their eyes. Has it’s become too complicated? Too overused? Identity. Equity. Strategy. Matrix. Execution. Design. Attributes. Loyalty. Is branding an essential business strategy? Or, a necessary evil? Has it become so complex, so obscure, so fragmented, so overused and over-interpreted, that companies just can’t get their arms around it anymore? Or, it can be simplified?

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