Jim Heininger shares perspective in this Association of National Advertiser's (ANA) story on #rebranding.
"Rebranding is not only about logos or taglines but redefining a brand's purpose and making it tangible for consumers. "The key to doing it successfully is change management," says Jim Heininger, founder and principal of Rebranding Experts, a brand consulting firm that has helped rebrand companies like ReUp (formerly United Electronic Services), Bravanti (formerly BPI group), and 1Concier (formed by the merger of T-Y Group, Harbor Linen, and Riegel Linen). "You have to budget fully for post-launch marketing efforts. You can get to that finish line, but then you have to keep going."