Jim Heininger featured in this Association of National Advertisers story on rebranding. Why Folgers and Stoli, among other brands, have changed their look and feel recently May 27, 2022 By Chuck Kapelke When the war in Ukraine triggered a backlash from consumers against brands doing business in Russia, marketing leaders at the Stoli Group — producers of Stolichnaya Vodka — huddled to discuss the best course of action. Stoli, in fact, distills its vodka in Latvia, and the comp

Jim Heininger shares perspective in this Association of National Advertiser's (ANA) story on #rebranding. "Rebranding is not only about logos or taglines but redefining a brand's purpose and making it tangible for consumers. "The key to doing it successfully is change management," says Jim Heininger, founder and principal of Rebranding Experts, a brand consulting firm that has helped rebrand companies like ReUp (formerly United Electronic Services), Bravanti (formerly BPI gro