Following the launch of Ferrari Luce, it was immediately clear that Ferrari’s first all-electric model stands at a considerable visual distance from the brand’s past design language. Public reaction was overwhelmingly negative, and Ferrari’s share price fell sharply. But how could Ferrari’s management possibly fail to see that this was such a stylistically different, high-risk design? The challenge Ferrari faces is this: what should a company do when the core of its new produ

Case Study The client has long been engaged in the manufacturing and OEM production of handheld communication devices. The product itself is mature, but in terms of volume and pricing, it is increasingly difficult to compete with manufacturers in China. The challenge, therefore, was to find a new product direction based on the company’s existing capabilities, and to break through the ceiling of revenue growth. Playbook Design Starting Point If a company wants to move toward b

Recently in Taiwan, Taipower, the state-owned electricity provider, sparked debate after updating its visual identity. The controversy quickly moved beyond whether the new logo looked good, and became a larger question about what rebranding is actually supposed to do. Anyone with even a basic understanding of brand management should know this: a brand is the impression and feeling that exists in each viewer’s mind. It is an abstract concept that lives inside every person who