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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