What Does Your Brand Stand For?

Last week, Fire Enterprises (FEI) marketing maven Marka discussed with Zoot, Org, and Numo when (and when not to) launch a rebranding effort. This week, branding talk continues with a focus on determining what FEI’s brand should represent to the marketplace. Remember, fire=print.

The FEI tribe—Marka, Zoot, Org, and Numo—had gathered in the conference room for their next round of rebranding discussions. Last time they’d all agreed to rebrand FEI. Now, it was time to put the chariot wheel to the road: what attributes did they want the new FEI brand to represent? And what would the new brand look like?