90 Minute Brand Strategy: Ace Hardware

How to use the Brand Mountain Framework to refresh the logo of an iconic brand

As part of a new series I’m calling “90 Minute Brand Strategy”, I’m going to apply some of my Brand Mountain Framework (BMF) to the classic brand, Ace Hardware (Ace). You most likely have seen their retail stores around the country. Their website says they have 4,700 stores around the world, most of which are independently owned.