Is Your Rebranding A Disaster?
Fast Company, Friday, September 14, 2012 9 AM
At the jump are examples of how two companies correctly rebranded. Their senior marketers offer signs that a rebranding effort is a house of cards. Wendy Newman or Lisa Fawcett, who rebuilt their respective brands, AMN Healthcare and CooperVision, from the ground up, give the 13 signals of a toppling rebrand. One example is obvious: if it starts and finishes with a logo.
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