Brand Controversies: Lessons from Abay Bank’s rebranding efforts
Why was Abay Bank's rebranding so controversial?
If you’ve been on social media, you’ve probably heard about Abay Bank’s rebrand. The rebrand has triggered a backlash from the public, some terming it a debacle. The cost associated with the rebranding effort, which was a staggering ETB 7 Million, further baffled the public. Given the simplicity of the logo, some have seen it as a waste of resources. The event has ignited discussions related to the relevance of branding and design in general. The attitudes are diverse but can be grouped into two. One group says that rebranding and design is an inflated industry where excessive money is spent on “easy” and “simple” logos. While the other group asserts that branding is an essential part of business and that “simple” logos are not easy to design. In this article, we’ll explore these opposing attitudes.
Is Branding Irrelevant?
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