The Des Moines Business Record recently printed an article on the right time to rebrand your business. The article explored branding and how (and when) companies need to take a look at their products and services and how they are perceived by customers. I had the opportunity to contribute to the article, “Gaining Clarity: Evolving your Brand,” offering my experiences and insights related to rebranding.
Why were Americans persuaded by the Don Drapers of the advertising world that they needed whiter teeth, fresher breath, and cars that went from zero to 60 in 5.9 seconds? Did those “mad men” and their descendants really just examine our attitudes and give us what we want? Or did they, and the culture of their organizations, shape our needs and desires?