What happens when you need to rebrand thousands of physical products across global markets? For companies like Logitech and ResMed, changing a logo isn't just about updating a website - it's about retooling manufacturing lines, redesigning packaging for millions of units, and navigating complex regulatory requirements.
Join brand leaders Paige Lutter from Logitech and John Barger from ResMed as they share their experiences leading brand strategy for physical product companies. Learn how Logitech solved their global naming challenges with the "Logi" mark, how ResMed approaches branding medical devices, and why both companies treat AI as a utility rather than a branded feature.
Key insights include:
- Managing brand architecture across hardware, software, and digital touchpoints
- Strategies for implementing brand changes across global product lines
- The critical role of executive support in brand transformation
- Building authentic customer connections through physical brand touchpoints
- Balancing innovation with brand consistency in regulated industries
Whether you're working with physical products or digital experiences, this conversation offers valuable lessons on brand strategy, change management, and the power of patience in building lasting brand value.
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