Building brands, ruining reputations – Laura Gascoigne on the Tate
Nothing is too squalid for Brand Tate, argues Laura Gascoigne. ‘Change the name and not the letter, change for the worse and not the better,’ ran the old wives’ saw on choosing a husband. Nowadays, in the wider world of consumer choice, a change of name is almost always a change for the worse. Whenever a familiar product is rebranded, […]