Reviving a Brand That’s Lost Its Luster

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Return to your roots, rally your team, and emerge a stronger brand. Based on insights from Timothy Calkins

First, a company must maintain clarity about what its brand stands for. Who are the core customers? What is the brand’s value proposition? “If you can lay this out, then it makes it much easier to remain true to the brand—and to avoid weakening it,” Calkins says.

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