Forrester reports that with M&A activity at an all-time high and a coming post-pandemic brand strategy wave that rebranding is on the rise among B2B companies. Ian Bruce writes: "One of the most consequential and long-lasting decisions a marketing leader can make is to change the organization’s brand. A brand’s messaging, positioning, and visual identity permeate all aspects of the company’s go-to-market activities and usually endure for many years. We frequently engage with