The Digital Image: Adding Online Comms to Rebranding Efforts

For nearly 20 years, Visa's brand tagline - "It's everywhere you want to be" - was ingrained in the minds and wallets of millions worldwide, so much so that it came to hold a place in pop culture. But, despite the ubiquity of the brand, Visa communications and marketing executives decided the tagline's connotation of universal acceptance needed a more modern makeover. That's not to say they needed to fix something that was broken; rather, it was a matter of evolving with the times and with their various audiences, which is something every company must do. "Whatever the case, no service, product or company can overlook re-branding --it should be a function of anyone's core business plan," Matt Gorman, director of marketing for Eidos, said when discussing his company's rebranding in a recent BusinessWeek article. "Life changes, people change...

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