With thanks to the Harvard Business Review

George Orwell wrote: “The great enemy of clear language is insincerity.” Insincerity is also the enemy of branding. Too often organizations bring in branding experts to come up with a new image rather than facing important flaws or dealing with underlying problems in what already exists. Brands that capture the essence of a product or service are incredibly valuable assets. Brands that attempt to hide what isn’t good about a product or company are hollow at best and damaging at worst. Before you re-brand, ask whether the brand is speaking to what’s best about the product or trying to hide a flaw that needs to be addressed first.
Adapted from “The Downsides of Branding” by Rosabeth Moss Kanter.

Couldn’t agree more! Apparently Nigeria is currently rebranding itself. Hmm