HBR On Strategy
The Risks of Rebranding
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Are you considering a refresh of your brand? Roger Martin, one of the world’s leading thinkers on strategy, says you should probably rethink that. In this episode, he explains how customer habits build “cumulative advantage” for brands — and why that’s so important, yet fragile. Martin also offers real-world examples of brand updates gone wrong (and right) — from laundry detergents to social media platforms and even the iPhone.