Best Practice Report

Rebranding: Defining The Core And Extended Teams

January 8th, 2020

Summary

B2B organizations frequently underestimate the personnel and time commitment required for a successful rebranding initiative. The size and makeup of the team should be informed by the type of rebranding and the specific changes being made. Although marketing teams do most of the work, an extended team ensures that the rebrand is carried into all corners of the organization. In this report, we provide guidance on forming the core and extended teams needed to support a range of rebranding initiatives.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.