Rebranding unlocks your company’s trapped potential. It is the opportunity to update your image, better articulate the products you deliver, improve the customer experience and be more relevant. As CEO, your role starts with carrying the rebranding flag. Follow these 4 steps to success: 1. Require The Business Case Thoroughly evaluate the costs and benefits of rebranding and the risk of not rebranding. 2. Insist on a Multifunctional Team Since rebranding is an enterprise-wide