WWD.com posted an interesting article the other day called The Pros and Cons of Rebranding, looking at different fashion labels and their quest to reinvent themselves by changing their logo. Trying to change the public's image of what a brand represents is a dangerous proposition, as we saw last year when GAP attempted a logo change and was forced to revert back to the original after everyone freaked out about it. The article focuses on lower-tiered brands, which, being arrogant, I am generally less interested in, but I think the article raises some industry-wide points (and of course, the fact that it's the lower-tiered brands that feel the need to rebrand perhaps says something about their more luxurious competitors...). Anyways, check it out here.
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