Redesigning a Brand

So you want to start a business? You’ve got an idea, you see an opportunity in marketplace and you plan to work hard in building your business, but where do you start? You start by building a brand. So how do you build a brand? You need to do three things: get focused, be first and become famous.

Gap’s Fall into the Mushy Middle

They used to sing “Fall into the Gap.” And consumers did. Since the Woodstock era, the Gap has outfitted millions of consumers with its lines of basic clothing. But over the past few years, it is the Gap brand that is doing the “falling.”