Sharpen Your Marketing Skills

Founder Jim Heininger offers advice to sharpen your marketing skills in Forbes.

Rebranding Requires Change Management

Everybody seems to be rebranding these days. Staples, Coldwell Banker and Bank of America/Merrill Lynch are just a few have announced rebranding this year. True rebranding is more than a simple name change, logo and new external positioning. At its core, rebranding is the redesign of your customer promise and the customer experience, making it more relevant and differentiating to drive growth. When your organization undertakes a comprehensive rebranding initiative to seize future opportunities, it requires significant internal change. This includes possible changes to organizational structures, processes, job roles and the types and uses of technology. It’s actually the employees of your org

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