Positioning is the act of carving a distinct and clear image in your customer's mind. It answers the fundamental question: "Why should a customer choose you over the hundreds of other options out there?" Yet, this is precisely where many talented founders make elementary yet critical mistakes.

In the branding world, a "rebrand" is often hailed as a panacea capable of refreshing an image and driving growth. But sometimes, it turns into a catastrophic operation. Today, Pazlaris will "dissect" one of history's most textbook rebranding failures: the 6-day, $100 million overhaul by the fashion brand Gap in October 2010. This is not just a story about logo design; it is a costly lesson in brand heritage, the power of community, and the price of losing yourself. The Conte