Rule 1. in building brands is evolve value and keep building on what you have. Most companies that have dumped an old name for a new one to try to “reinvent” themselves have run head on into customer confusion.

The shocking part about the Gap’s disastrous misstep is that it shows their lack of connection to their own consumers, which is incredibly important.

Three years after making a critical online branding mistake, Ask Jeeves in Great Britain is back with a fancy new suit and good advice. Yes, the Jeeves brand element, which we redesigned, has returned to center stage.