The Decision to Rebrand

To rebrand or not to rebrand? Not a question to be taken lightly, but it has been asked – or considered – by just about every CEO and every marketer at one point or another.

First, a quick definition of brand: it’s not the logo, or the name. The brand is the intrinsic quality of what you and the organization represent. It is how your organization interacts at each touchpoint. The question is whether your brand is truly aligned with the values you aspire to.

In this podcast, I share five reasons when rebranding makes sense... and four circumstances where a brand should be left as is.

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