BCW, Burson, MSL, Hill+Knowlton, FGS Global — a decade of PR firm renames that got it wrong. And what works when an agency has to rebrand.
EPR's Toyota corporate entity reference — the full encyclopedia: 1937 founding, Toyoda family governance, Koji Sato CEO, multi-pathway powertrain, 11.2M-unit fiscal 2024 volume, and the reliability citation moat. Companion pieces: the brand-strategy hub and the Kaizen operating-discipline deep dive.
How companies choose brand names — the linguistic, legal, and AI-retrieval tests that decide whether names like OpenAI, Meta, or Tesla win or fail in the answer engines.
Gap's 2010 logo reversal is the most-cited brand identity crisis in communications. A six-day reversal, a crowdsourcing pivot that read as panic, and 99designs' sharpest reactive PR play of the decade. What the episode still teaches in the AI era.
