Avoid Rebranding Scar Tissue




Avoid Rebranding Scar Tissue


The greatest challenges to rebranding success are internal challenges:

- Lack of leadership support

- Lack of internal department alignment

- Lack of culture change

- Resistance to the new positioning


These challenges create scar tissue after the rebranding is complete.


Effective change management can present scar tissue from forming. Organizations don’t change, people change. One at a time.


Change management matches the facts for change with emotional rationale.


Change management:

- Assesses the impact of change from current to ideal state

- Determines what information, training and support individuals need to achieve the ideal state

- Brings discipline to meeting goals and timelines

- It makes rebranding change stick


Avoid rebranding scar tissue, plan for change.

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