The Emperor’s New Brand: How to Fail at Brand Revitalization.

Many retailers go through an exhaustive brand revitalization process only to find that they have failed to make a difference. Most brand revitalization efforts fail. In this article David Lemley discusses why brand revitalization is worth the risk and how to avoid being part of that statistic.

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http://www.brandchannel.com/images/papers/410_Brand%20Revitalization_final.pdf>