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Changing the logo of a brand or a company is a very complicated process and not risk free. Some of the companies that have thrown themselves to it have found themselves on the road with consumer rejection and have been forced to even backtracking in the process. One of the recurring examples of this situation is that of the US retail chain GAP. The company decided a few years ago to change its logo to become something 'more modern', but the shot went straight through. Instead of modifying its image by updating it, it found a real uprising among its consumers. The new logo was, or at least that was what they pointed out, horrendous. The company had no choice but to go back and return to known terrain, recovering the logo they had already used and that their consumers knew and apparently loved. If changing the logo is already going into moving ground, completely changing the identity and migrate not only image but also name or corporate colors can be an adventure of extreme sport

The notion that the focus should be on developing the lifetime value of customer relationships is what many eCommerce traders today believe in. Ways of adding to overall customer equity include building loyalty and retention, cross-selling related goods and services, and broadening offerings to fulfill more customers’ needs. Indeed, given that the cost of keeping current customers is much lower than that of winning new ones, and ultimately, the large number of buyers out there, a mature business would be hard-pressed to increase profits otherwise. A brand’s ability to fulfill its uniquely positioned promise better than any other competitor is where its power resides. Therefore, fulfilling the brand’s promise within digital channels is what digital brand management execution is all about. A brand fulfilling its promise both offline and online is essential to building brand trust and loyalty; a consequence of perceived value and real satisfaction. Besides, the correct description is vita

It is not very difficult to find examples or at least think about them. We have all met with some product that advertised what it was with enthusiasm. The mini bottle of gel in the hotel room that exclaims I'm soap, use me! The chocolate that is sold as a remedy for difficult days.You just have to think about any product and it is possible that somewhere someone has already tried to sell with that presentation to the friendly and nice, the nice. It is what is known as friendly branding. The product is presented in a fun and friendly packaging, one that is charming and friendly. These types of designs have a clear explanation and justification. To the user, these products are more accessible and it is easier to establish a connection with them. For example, you just have to think about the Dropbox case. Dropbox is a product that, at first glance, does not look anything particularly accessible or especially nice. In the end, what we are selling is storage in the cloud, something that

Brands and those responsible for their strategy have to face each time more and more varied problems and more demands. In the case of the internet and what they do in that environment, companies can no longer continue to bet on everything and they have to be careful with the type of advertisement they use. This, until the stage they choose to show it to the world. Consumers are increasing with more and more things. Not only do they not want ads to be annoying. They expect brands and companies to strive not to be intrusive, but are also increasingly concerned about who the companies are partnering with when launching those ads. That is, for the consumer, the values ​​of the medium in which they have found the advertisement have a effect on the brand and the company that appears in that advertisement. People in Internet do not separate the content and assume that if you advertise in one place you are supporting that editorial line. That thought has some logic. After all, the media live o