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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