Changing a brand identity can be a risky business: The Gap, The Big Ten, and Starbucks have all had recent logo changes, all of which have garnered some pretty strong, and often negative, responses from consumers.
Today, consumers have become more protective about what they consider “their brands,” taking ownership of a product’s brand identity in a way that is different from the past. Consumers who were previously passive users now see themselves as active stakeholders in a brand, so change has to be done quite carefully.
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