Archive for 2009

  • Favorite Rebrand Contest

    First of all, I’d like to welcome all of you Facebookers to the Identity blog, ID Tags. It’s been a long time coming if this just happens to be your first visit. We keep her updated in the most timely of fashions, loaded with relevant PR and social media content, so feel free to bookmark this page or add us to your RSS.

    But enough of the shameless self-plugging. Now that you’ve had some time to meddle around our new Facebook, site, new blog—heck, our new brand—we thought we’d cut the starting line tape and invite you into the excitement of rolling out Identity’s new face.

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  • On the heels of our recent brand relaunch, and even leading up to it, the team here has had some spirited discussions regarding successful — and some not so successful — rebranding efforts. We've talked about the good, the bad, and the ugly.

    For me, one of the most successful brand reinventions over the course of the last 10-20 years has been the repositioning, repurposing and all-around reinvention of the Apple brand identity. Once known as a struggling, near-extinct maker of subversive desktop computers with an alternate and largely misunderstood operating system, the company has emerged as one of the "coolest" brands around. The launch of the iPod certainly helped, and the game-changing iPhone was close behind to build on that momentum. The launch of the monopolizing iTunes platform in the shadow of Napster's demise was sheer genius. Along the way, Apple totally reinvented its OS and attendant brand positioning. What once looked like a Dodo has become a pillar of branding and strategic success.

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