Carat Drops 'Designing for People' for 'Difference Engineered'
Carat has retired 'Designing for People' and adopted 'Difference Engineered' in a global rebrand, shifting its positioning from audience empathy to measurable, engineered outcomes.
Section
Brand Strategy
Positioning, rebrands, brand valuation and portfolio decisions — how major brands are being steered.
Most consumers will pay 25% more for brands they love
A new survey finds most consumers will pay up to 25% more for favorite brands, turning loyalty into a concrete pricing lever for CMOs.
Cracker Barrel's Rebrand Effort Offers CMOs a Crisis Playbook
Forbes analyzes Cracker Barrel's rebranding as a crisis-management case study, offering CMOs a playbook for resetting heritage brands under public scrutiny.
Jaguar's Rebrand Splits Marketing Ranks, Automotive News Reports
Automotive News published its verdict on Jaguar's polarizing rebrand, gathering marketing and design professionals to weigh in and capturing a sharp divide inside the industry's c…
Jaguar's rebrand: controversy by design?
Jaguar's radical rebrand has split the industry: bold reset or outrage by design? Marketers debate whether the provocation was the strategy all along.
Jaguar's Rebrand: What the Backlash Teaches Marketing Leaders
On November 19, 2024, Jaguar retired its 72-year-old leaping cat emblem ahead of a 2026 EV transition. Creative Boom's latest analysis unpacks the polarizing rebrand's lessons for…
Phoenix Group 'pushing the boat out' with Standard Life rebrand
Phoenix Group is spending above the norm to elevate Standard Life, an acquired brand, rather than its own corporate name — a bet on bought brand equity.
Delta and Hyatt to launch collaborative loyalty program
Delta and Hyatt are building a collaborative loyalty program, deepening ties between two of the larger U.S. travel-rewards ecosystems. No launch date, tiers, or executive quotes h…
Virtue Names Shannon Washington President Ahead of Rebrand
Virtue, the Vice-owned creative agency, has named Shannon Washington president as it prepares a rebrand — resetting leadership and identity at once.
Tim Ho Wan begins brand identity refresh under new leadership
Tim Ho Wan has begun a brand identity overhaul under a new leadership team, Marketing-Interactive reports. For CMOs across F&B and adjacent categories, the move is a fresh case st…
LTIMindtree Becomes LTM Limited in AI-Focused Rebrand
LTIMindtree rebrands as LTM Limited, sharpening AI-led positioning under CEO Venu Lambu. What the name change signals for clients and the IT services market.
American Airlines Cuts Loyalty Points for Basic Economy Flyers
American Airlines will stop awarding AAdvantage loyalty points to passengers flying on basic economy fares, removing earning eligibility from its cheapest ticket class.
