Bring the Brand

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Durham: When considering rebranding, try to identify, through research, where you’ve got equity. Don’t throw the baby out with the bathwater by changing the parts that people know you for that are working. Instead, plug the gaps in your communications and refine the things that can be better.

McFadden: Rebranding requires discipline — toeing the line about look/feel/speak once the work is done. There must be a gatekeeper, preferably several to act as guard on what’s been developed, designed and launched.