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wcg66
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Keyboard Club Member
Apr 30, 2019
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Steve, You may feel excited. After all, your biggest marketing project is now complete and successfully launched. I'm not sure what the impetus was for the rebrand but let's just be totally clear that it wasn't driven by your customers. I've worked for a decade or two in marketing and been through rebrands that left not only customers confused but employees as well. None of the rebrands had anything to do with customers nor with the run-of-the-mill get-things-done employees. They are the fantasy project of the CEO, the VP marketing or perhaps a newly minted CMO. In all cases, rebrands reflect what an executive wants not what the market wants or asked for. Rebrands follow a period of success but not quite enough success. The need to please shareholders (potential acquirers, board of directors) with more and more, there comes a time where the company identity is perceived as "just not good enough." Hopefully, you can see by the response to the rebrand, that it's not the company’s identity that's lacking.
(Edited)
Apr 30, 2019
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