The Hard-to-Swallow Truth About Branding

July 14, 2010  |  

(Fast Company) — Businesses too often do “what’s worked.” That’s a good practice, as long as it continues to work. Unfortunately, companies often recognize much too late that “what we’ve always done” isn’t working as it had in the past. This is generally accompanied by that “strong resistance to change” phenomena seen in larger corporations or bureaucratic businesses.

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