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Branding Needs a New Playbook

Lauren Kushner, Partner and Managing Director, Kettle The past year brought a flurry of high-profile rebrands like Uber, Oi Telecom, and of course, the Instagram redesign heard around the world. Why now? The balance of power between brands and consumers has evolved, with the reigns shifting from the hands of companies who could tightly control their messaging to a much more democratic arrangement that gives consumers a voice and brands an opportunity to enter into conversation with them.
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