The article emphasizes the critical importance of a company's brand name as its most vital marketing asset, often determining its market presence. Rebranding is deemed a strategic necessity, especially when businesses evolve or face fierce competition. The article draws inspiration from Steve Jobs, illustrating how careful branding can tell a compelling story and embody a company's purpose. It provides guidance on recognizing when to rebrand, such as during mergers, acquisitions, or shifts in company direction, reinforcing that a successful rebrand aligns with the company's current and future vision.
A company's corporate brand name should be its hardest working marketing asset; a name can make or break a brand regardless of competition.
Rebranding is a strategic move that not only redefines a business but also energizes the team and reshapes its future.
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