Rebranding a business can be a big undertaking for firms of any size, and the structure of a rebranding endeavor can take many forms, such as a thorough graphic design revamp of logos and a website or a completely new name, location, or ownership model. But what does it take to re-envision one’s own practice? What kinds of questions should firms be asking of themselves and their marketing departments, and how does a small-scale rebrand differ from a full-scale overhaul? LAM talked to three firms about their approaches to rebranding and what they’ve learned. Interviews have been edited and condensed.(more…)
Daniel Biederman’s desire to improve America’s parks has him patrolling green spaces from Santa Monica to Boston, issuing complaints about everything from a messy bicycle rack weld (“it looks like Play-Doh”) to the quantity of caution tape around an out-of-order bathroom (“people will think it’s a crime scene”). When he is in Manhattan, in his office overlooking Bryant Park, he tries to speak with each of his employees daily—he describes it as essential to their professional development. (“I have to build them up so they can interact with clients.”) But, as in the business of renovating parks, building up often involves tearing down. During a weekly meeting of his business improvement district minions, Biederman browbeat one employee over how he approached newspaper circulation executives (who, he explained, “are former truck drivers, with IQs of 97”); corrected the grammar of another; and ordered his social media team never to tell him a mention of one of his parks had “gone viral,” which he dismissed as a cliché. Instead, he told the team, “Give me real data.”
Asked about his tough leadership style, Biederman later said, “I can’t have kindergarten.”
