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Why Leica Thinks Brand Transformation Is Overrated

I once heard a CEO describe the mentality of many new marketing executives as similar to a dog peeing on a fire hydrant: they are both too focused on engaging in mostly futile attempts to establish ownership. The analogy is slightly off putting, but not all that inaccurate. In that context, this unearthed print ad for Leica from several years ago shares a message marketing leaders could certainly stand to hear far more often. The most underappreciated brand strategy in the world might be knowing what not to change.

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Rohit is the author of 10 books on trends, the future of business, building a more human brand with storytelling and how to create a more diverse and inclusive world.

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