Going with Eric Ng and Andie Wexler
A Change of Brand
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Moving Beyond Scott: Creating a New Brand Identity
This chapter discusses the process of moving beyond Scott, the founder of a travel brand, and creating a new brand identity. It explores the involvement of the speakers, Andy Wexler and Eric Ng, in the research, naming, and verbal identity of the project. The chapter highlights the challenge of balancing approachability and authenticity while aiming to grow as a brand.
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