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HOW TO: Develop a powerful B2B brand

A brand is more than just a logo, says Sholto Lindsay-Smith, managing director at Uffindell. Here are his top tips to develop a powerful B2B brand

As the recent Gap logo fiasco clearly demonstrates, rebranding exercises can go terribly wrong. Indeed, 'rebrandings' or 'renamings' that have served to repel the very audience they were supposed to attract are now a feature of business life. But by following a few basic steps during the brand construction process, organisations can help to ensure a successful brand transition that will deliver a long-term advantage.