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Brand Identity

We all know about Murphy’s Law: “Anything that can go wrong, will.” In the course of many rebrandings, we’ve uncovered a few examples. In one case, just before the grand opening of a new location—at which a new sign was to be unveiled at just the right moment—the sign vendor shipped the wrong sign cover.

How does a global company roll out “the next new thing?” Deploy it in hundreds of offices? In dozens of countries? To legions of employees? To thousands of customers and prospects? These days, corporations rely on analytics and sophisticated logistics that drive thousands of point decisions in parallel.