Fast Company: What Steve Jobs can teach us about rebranding.
By Lexicon Editorial Team | Originally posted in Fast Company on April 23, 2025
In this Fast Company article, Lexicon’s David Placek reflects on Steve Jobs’ rebranding genius and what modern companies can learn from his disciplined, focused approach to brand transformation. From the bold simplicity of the Apple name to the visionary thinking that defined its resurgence, we highlight how clarity, conviction, and creativity are key to successful rebrands.
This article underscores the importance of distilling core values into brand language, and how great rebranding isn’t about changing everything—it’s about articulating a company’s deeper purpose.