An online brand matrix helps you rebranding (Bizz article)

In the latest issue of Bizz magazine (June 2007), Benny Debruyne reviews the Corporate Brand Matrix, the corporate rebranding model developed by Lemento and Tony Spaeth. The article answers your questions on why to introduce a new name, logo or corporate identity. It also focuses on five interesting cases: Alcatel-Lucent, Start People (former Creyf's), Apple, Fortis and Wolters Kluwer. For more information, go to and


Published: 8/06/2007


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