"Byron Sharp, from the Ehrenberg-Bass Institute, refers to these as a brand’s «distinctive assets»: its colours, logo, tone of voice – everything that allows us to recognise a brand without having to think about it. Changing a name means switching off that autopilot, if only for a moment. That is why the new «Irreplaceable Humans» campaign is now appearing on television, digital, out-of-home and in the press: it is not just about announcing a new name or a new positioning, but about rebuilding, in full view, the recognition and connection that can be lost whenever a brand changes."
Read the opinion piece by Sofia Graça, Head of Marketing and Communication at Católica Porto SBE:
