Instagram, Vans and AO76 show why a rebrand is only strong when the scale of the change follows from the strategy behind it.
How Dolly Parton used intellectual property strategically, and why control over IP can be decisive for future value.
What the three foundations of a brand are, in what order you should change them, and what goes wrong when you ignore that order.
How do you develop a new brand name in a saturated trademark landscape?
What Fauré Le Page v. Goyard reveals about historical dates, misleading trademarks and legal brand protection
Why companies should not rebrand too quickly, and how brand names, colours, symbols, typography and other brand assets build recognition together
Why one recognisable name element can be enough to make a trademark legally vulnerable
Why purpose belongs in brand strategy and the boardroom and not in the campaign brief
Why developing a brand name with ChatGPT does not remove strategic, linguistic and legal risks
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