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brand strategy

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Kate Spade Rebranding: What Changed, What Didn’t, and Why It Matters

In late 2021, Kate Spade announced a strategic shift led by new parent Tapestry, Inc. The move responded to plateauing brand relevance, changing consumer expectations, and compe...

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Pepsi New Can: What the Updated Design Means for Brand Identity and Shelf Impact

Pepsi’s introduction of a new can responds to evolving retailer demands, consumer expectations, and category modernization. The refreshed can aligns with brand visibility goal...

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McDonald's Persona: Brand Identity, Voice, and How It Shapes Customer Experience

McDonald's persona is the consistent expression of a fast, friendly, and reliable global brand that prioritizes convenience, clarity, and broad appeal. It combines a simple, eff...

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Lacoste Influencer: How the Brand Uses Influencers in Its Marketing Strategy

Lacoste uses influencer collaborations as part of a broader performance marketing and brand-building mix, prioritizing fit with its classic, understated image. The program focus...

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