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May 15, 2018 10:14 PM

Why Lawrence & Schiller Is Changing Its Brand

It's no secret that companies across the country are trying to attract millennial workers and customers. One of the ways they're doing that is by spending thousands of dollars to rebrand.

32-year-old Carrie Biondi has not one, but two job titles at Lawrence & Schiller. She's the Vice President of Business Development and the VP of Client Service.

"It's really important to have millennials. We have energy and ideas. When you mix that with senior leadership, that's where you really get the right focus," Biondi said.

To focus in on a new generation, Lawrence & Schiller is rebranding. You'll start seeing a new logo with a more modern design. L & S is also switching its motto from "5280. The Extra Mile." to "Outthink. Outdo."

"If you want to grow and compete, every business has to change. It's all changing so fast," Scott Lawrence said.

Lawrence is the CEO and President of L & S. Above his desk is the company's first logo from 1976.

"Brand is everything whether you realize it or not. It doesn't matter what your business is, you will have a brand. Your brand will be what you look like. Your brand will be what your customers say about you. Your brand will be what your competitors say about you," Lawrence said.

Check out this brand evolution throughout the years. Coke slightly modifies its look every few years. In fact, starting this year, you'll find new packaging and flavors of Diet Coke.

"It does cost you money, but I truly believe that the investment we make will be small compared to the returns that we have," Lawrence said.

Returns that Biondi hopes is in the form of new revenue.

"We're now getting national opportunities. I think a lot of that is because we're not afraid of change," Biondi said.

Of course, not all rebranding has been good for companies, especially now when customers can comment on social media.

One example would be when Gap changed its logo in 2010, it had so much online criticism that the retailer switched back to its previous look.


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