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For years, Kenneth Cole has used his fashion brand's advertising to raise awareness of various social causes—in the early years, it was AIDS awareness and more recently, gun control—often with provocative, cheeky puns. Now the 32-year-old brand is getting a refresh, with a new logo and campaign, and embedding that social cause-focus into its brand identity.
But the makeover isn't about boosting brand awareness; there's "huge, huge brand awareness," according to Jonah Disend, founder and CEO of Redscout, the shop behind the revamp.
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