Branding: a working guide

According to a paper called The New Rules of Branding, Building Stronger Brands Faster, the average retail lifecycle of a brand fell from twelve years in the 1970s to five years in the 1990s. In this article you'll find two case studies from Laban which outline how and why they had to review their existing brand - firstly due to a location move which signalled a big shift for the organisation, and secondly due to a merger with Trinity College of Music. The author describes how he had to establish a new brand which would both complement Laban’s existing identity as well as develop an umbrella brand for Trinity Laban to represent the joint activities of the two organisations.