A new logo is not a rebrand. Most rebranding projects fail because they change the surface while leaving the strategy, positioning and business logic untouched.
Design decisions made without strategy are just opinions. Positioning, audience and promise must be defined before a single visual choice is made.
Going international is not translation. It is a shift in positioning, systems and standards that many strong local businesses are not structured for.
Occasional thinking on brand strategy, growth and building companies. No noise.
