The biggest challenges to successful rebranding are all internal: engaging your leadership and employees and providing clear direction on how to fulfill the new brand promise to customers. Change management is critical. Findings from our recent rebranding survey...

Financial Times investigates whether creating niche sub-brands helps retain interest of customers in constant internet company #rebranding. https://www.ft.com/content/a1079f12-4568-11e7-8d27-59b4dd6296b8

Why do organizations rebrand? To create opportunity for growth. And it's usually because their current brand is no longer relevant. Results from our recent rebranding survey...

The World Taekwondo Federation announced Friday it was rebranding itself as World Taekwondo because it is too pure for this dirty world. Organizations #rebrand for a number of reasons. Avoiding the acronym of their name - WTF - being a derogatory expression is not a common one but an example of the world changing around them! We've never been fans of using acronyms of your name anyway, they are soulless and don't express anything about your brand promise. Read the story on Bu

How do you measure the success of the rebranding of a company or organization? What measurable outcomes do you design into the rebranding effort from the start? Working with clients to rebrand their organizations we’ve found it important to both evaluate the outputs of the initiative (how strong and effective are the new brand elements) and the outcome as well (are we increasing sales). These 10 measures can be used as a scoreboard to assign a report card like letter grade an