Description
The Corporate Brand Matrix is a tool for planning, sourcing, budgeting and staffing inst**utional rebranding programs... and a tool to help clients, consultants and designers speak the same language.
Keywords
corporate branding, rebranding, Structural drivers, Strategic drivers, Functional drivers, Merger & Acquisition, Spinout, Change direction, Broaden scope/scale/visibility, Narrow the scope, Change internal culture, Change perceived composition, Change expressed personality, Legal requirement, Advertising breakthrough, Design weakness, Name confusion, Name weakness, Transformed survivor brand, New vision, forget the past Merger of equals; best of both, Transformed survivor brand, Preserve existin...