catering to shoppers’ need-states
New formats of existing retail brands seem to be popping up all over the place. Best Buy Mobile 
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losing more than a brand name
In dropping the Kinko’s name from its moniker, Fedex
(formerly Fedex Kinko’s) may be losing more than 6 letters and an asterisk. 
The name change (more…)
corporate brand gaps
The development and management of a corporate brand is often a stumbling block for companies. the same business leaders who understand the role of brand when it comes to products, (more…)