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 [...]
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 [...]
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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