Ego to Axe
Whats in a name?
The world had never known anything like him before. He had lightning-quick hands, a razor-sharp jab and the ability to absorb the impact of enormous punches. His name was Cassius Clay and he was a world phenomenon in boxing. Then in 1964 at the age of 22 he shed his world-famous identity and took on a new one in honour of his newfound faith. He called himself Mohammed Ali. He looked the same and he fought the same, but was he really the same? Would this change made to his persona change who he essentially was? Change is an essential part of any brand's life. Competition in the 21st century is enormously tough, and in order to survive, brands have to constantly reinvent themselves in order to remain attractive to consumers and secure a place in their purchase set. The younger the target market, the more this is the case. Given this occurrence, then, one could argue that consumers are used to the constant change in the marketplace, but how far can......
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Approximate Word Count: 4250
Approximate Pages: 17 (260 words per double-spaced page) |