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Who Is the Arrowfly Rebrand For?
WTWH Media rebranded this week. New name: Arrowfly. Same 40-plus vertical media brands, same 45-plus events, same three networks: engineering; healthcare and life sciences; and food, retail and hospitality. Nothing a reader touches changed. Every individual brand keeps the name it already had.
Read that again. The company just spent real money on a rebrand, and the one thing it explicitly did not rebrand is the thing its audiences actually know.
That’s not an oversight. That’s the whole story, if you know how to read it.
Let me be clear: This is not a critique of Arrowfly’s execution, its…
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