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 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

Story + Identity = Mission. Leadership Culture, Journalism, Branding Education. Inspiration: Catholic, Polish.