Updating your brand after 20 years is not for the faint of heart and needs to be taken very seriously. First of all – what’s the point? There needs to be a deep and compelling reason to challenge everything you have and push forward with a new face to the world.
The key starting point with us is always the same. Don’t tell us who you think you are and where you think you’re going. Conventional wisdom wants us to believe that the first thing out of your mouth is correct, your past doesn’t define you, and you can be anything you want. Really! If this is true why go to school? Just snap your fingers, watch The Secret five or six times and there you have it – you now own Apple. Well that was easy.