To restart a brand, you have to make people forget what it was.
I liked the fact DAKS was an unknown quantity. It's more like Gucci before Tom Ford got there. There's a lot you can do.
If a brand wants to build social communities, capital and influence, it must become the chief celebrant of its community, not its celebrity. This simple shift in approach unlocks enormous transformative potential for brands.
A lot of people change their band names because they're looking for a change of atmosphere.
Brands need to reinvent themselves from time to time to stay relevant.
Making the leap from the best sunglasses company in the world to a world-class brand is a natural transition.
Why can't I prove that advertising can manifest itself in a way that doesn't necessarily mean television ads but changing behaviour and creating a brand out of something that already exists?
In the beginning it was just about the business - now it's about the brand.
People always say to me, 'You've really strived to redefine retail.' But the reality is, I wanted to redefine magazines.
Go where your customers take you! For example, did you know that Sony's first product was a rice cooker? Since abandoning the rice cooker, it has merely managed to become the world's biggest consumer electronics company.
Disney is no longer just Mickey Mouse; Disney is family entertainment. And we're seeing more and more brands change into something that is far greater and broader than individual products and services.
Transforming a brand into a socially responsible leader doesn't happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values.
When we started, the business name was 'Fashion 21.' And change it to 'Forever 21' later.
Accenture Interactive is working with many of the world's leading brands to transform the customer experience.
There's no more exciting moment for me as a brand strategist than a turnaround.
Nike used to be known as Blue Ribbon Sports. What's now Sara Lee used to be Consolidated Foods. And Exxon was once Standard Oil Company of New Jersey. These were name changes that worked. But for all the ones that do, there are 10 or 20 that don't.
Repositioning a brand is never easy and rarely without pain. I believe the Urban brand is making the necessary changes that will allow it to more fully engage its traditional customer and return to solid profitability.
It's always a benefit to have the fans kind of salivating at the thought of your debut, of you changing over brands.
The progress we have made in a short amount of time gives me confidence we're making the right moves to turn around our business and reposition McDonald's as a modern, progressive burger company.
It's good to have a brand that is consistent that people know about and trust. But it's also good to mix it up and adapt it, to polish it a bit and give it a new aspect. To not violate the reputation you've established but give it a new edge and veneer to show other aspects that people hadn't suspected.
The desire to work with Burrows-Charles was really to change NBC's identity, to say, "We want to be in the sophisticated-adult-comedy business."
