Chapter 15

New Markets, New Employees, New Opportunities

She was more like a beauty queen from a movie scene

—Michael Jackson, “Billy Jean”

Throughout the restructuring and realigning, company leaders were constantly going over their marketing efforts. Even their branding had aged and the cracks were starting to show. They brought in a top branding consultant to help them match their branding to their new metaphor.

As part of the process, they took Jason’s team through a series of workshops in which they stepped back and looked at their metaphor and the imaging that it represented. The consultant also had them write down their perceptions of their brand while coming up with a list of adjectives to describe it. Then they got together in small ...

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