I always looked at brands redesign as internal-external rejuvenation exercise where brands publicizes refreshed expressive attributes while maintaining core beliefs and values.
Brand are reflection to contemporary society wants, needs and hopes, they speak same language and dress same as well otherwise will disconnect and becomes absolute.
Brand viewpoint continues transmitting assures connection and interactivity , whatever tone of voice and graphic language for packaging, merchandise, clothing, and mobile apps or any expressions of the brand for off air, online use must clearly communicates what is the brand all about today and what aspire to be in the future.
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