Existing brand a problem?

I'm not sure when the phrase "Existing Brand Issue" first entered the lexicon but I first came across it in a marketing blog today in reference to the rebranding and relaunch of Facebook. Chief creative officer Keith Tilford acknowledged that the company has one. Existing brand issue that is.

 

To suggest that a brand had an "existence issue" would have probably raised eyebrows and quizzical expressions ten years ago. Times are changing for business.

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