Brandchannel.com + Lemley
The worlds only online exchange about Branding, BrandChannel.com features an article by David Lemley as the paper of the week for December 2008. Lemley’s Brand strategy article, The Emperor’s New Brand: How to Fail at Brand Revitalization, has been republished with permission. It was first published in Lemley’s newsletter, BrandTail.
In the article Lemley comments,“… in the three latest retail Brand revitalization projects my firm has spearheaded, members of the client’s internal cross-discipline team have pulled me aside to express their concerns around a common theme: “Did you know 80% of all Brand revitalization efforts fail?”
I calmly tell them, “Yep, and I know how we can avoid being part of that statistic.”
This is the second time Brand Channel has tapped Lemley for the latest thinking on Brand strategy for its Papers section. The first article A Reason to Believe: Finding the dramatic difference in retail brand revitalization features his firm’s extensive work on the REI brand as a case study.