Why Leica Thinks Brand Transformation Is Overrated

I once heard a CEO describe the mentality of many new marketing executives as similar to a dog peeing on a fire hydrant: they are both too focused on engaging in mostly futile attempts to establish ownership. The analogy is slightly off putting, but not all that inaccurate. In that context, this unearthed print ad for Leica from several years ago shares a message marketing leaders could certainly stand to hear far more often. The most underappreciated brand strategy in the world might be knowing what not to change. Read the full story on Design Taxi > Love non-obvious stories? Get my weekly newsletter with stories like this one along with a short but useful analysis of why it matters ... all delivered directly to your inbox every Thursday morning!

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