June 14, 2012#

10 Essential Elements of a Successful Brand Transformation

There are few more difficult branding challenges than successfully orchestrating a brand transformation.   IBM did it when they moved from selling technology to selling solutions and services.  Xerox did it when they moved from selling printers and copiers to selling software and services.  And Dell is trying to do it by moving from selling low-cost computers to selling technology solutions to businesses, thus far with mixed results.
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