Deliverables: A Branding & Marketing Blog

Tag: Rebrand

TRAY launches new brand for Berry Delight

June 25, 2013 | by TRAY creative

Summer’s here. The perfect time for a cup of delicious frozen yogurt piled high with fresh toppings. And not coincidentally, the perfect time for TRAY to roll out a new brand for Berry Delight, an up-and-coming frozen yogurt store based in Pleasanton, Cal. Working from a solid brand strategy developed by Maria Ross of Red […]

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Logo redesign: the perils of not doing it the right way

January 29, 2013 | by Ralph Allora
Old and new American Airlines logos (Image: Adweek)

When well-known brands change their logo after years of earning equity through their original identities, it’s inevitable that they won’t satisfy everyone. Some consumers will love the attempt to move the brand into the future; purists will ask why the brand is fixing what ain’t broken. The new look recently unveiled by American Airlines marked […]

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2012 roundup: how-to advice for marketers

December 13, 2012 | by TRAY creative

As 2012 draws to a close, here’s a roundup of TRAY’s how-to advice for B2B, B2C and nonprofit marketers. In case you missed any of these posts when they originally appeared in our blog, we hope you’ll find them helpful as you build your strategy for 2013.   4 tips to improve your brand’s online […]

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6 tips on how to roll out a rebrand

July 13, 2012 | by Ralph Allora
When Bell Atlantic purchased another telecom company, it changed the corporate name to Verizon.

So you’re planning to roll out a new visual identity and/or a new name for an existing company or brand. It’s an exciting time, albeit one fraught with risk. Here are a few tips on how to get it right. 1. Test the concept. All of the following tips flow from this one. Unless you’ve […]

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