Brand Makeovers

By Phil Minix

Handle with care. Here's how. (960 words)

Many catalog managers have an idea of what they want their brand to be, only to learn through trial and error that what they want it to be may not be what it is.

Likewise, in an effort to deliver something exciting to a catalog client, many creative agencies suggest remaking a brand to become more appealing to a different audience (e.g., younger, hipper, wealthier).