We live in a region where it is safe to say that the majority of well-established companies and family businesses tend to be resistant to change. Yet, as businesses wake up to the need to realign strategy with evolving markets and market trends, and as branding becomes recognized for its power to increase revenue, change is increasingly on the agenda. Change from within There is a simple truth universally acknowledged among branding experts that any change made to a brand will almost always end up bringing about internal organizational changes as well. This is particularly true when a change in brand strategy or a repositioning of a brand takes place. If we take some examples from the global marketplace, we can refer to Nike, which two years ago announced plans to implement a full range of management and organizational adjustments. These plans went hand in hand with the brand’s strategy
