The Startup
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The Startup

Be True: “Out of Character” Branding

Brands are like people: Try something “out of character’’ and the people who love them will get outraged.

Big Boy has endured for more than 80 years because you KNOW HIM. You grew up with him. Too many organizations lately have alienated or outraged customers by making “woke’’ changes to beloved brands that simply don’t fit with their brand identity. Photo care of Wikimedia Commons.

Big Boys “gets’’ its brand identity — unlike the E-Mustang SUV and the “woke’’ James Bond.

Making “out of character’’ changes to an established brand is like having your beloved Grandpa dress as a woke…

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Joseph Serwach

Joseph Serwach

31K Followers

Story + Identity = Mission. Leadership Culture, Journalism, Branding Education. Inspiration: Catholic, Polish. https://serwachjoe.medium.com/membership