Best Practice Report

Rebranding: The Secrets To Success

January 1st, 2018

Summary

Rebranding is much more than just a change in colors, typefaces, and logos — it is an organizational transformation that impacts a broad variety of stakeholders. Establishing a new B2B brand and having it embraced by customers, employees and Wall Street is a challenging task. The initiative is a transformational effort that requires senior leadership sponsorship as well as thorough, carefully planned consensus-building activities to be successful. This report presents a four-phase approach to B2B brand development that you can use as a checklist for your organization’s next rebranding effort.

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This report is available for individual purchase ($1495).

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.