A brand must go deep

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Charlie wrote a new column for Lancashire Business View:

The fact is a rebrand will do little to improve a company’s fortunes, unless it is more than skin deep.

A superficial layer of sparkle will do nothing to solve underlying problems, as the failing internet giants Yahoo, AOL and Myspace all found out post-rebrand.

The purpose of a rebrand is to communicate and amplify the values that make your company different and special.

Read the rest here.

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