5 crucial steps for a dynamic rebranding

From conceptualization through activation, this to-do list will help you solicit insights from key players, get your whole organization on board and make a big splash when it goes public.

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From Uber to CareerBuilder to Google/Alphabet (and SeaWorld on the horizon?), organizational rebranding has become a major topic.

Companies rebrand for a variety of reasons—whether mergers and acquisitions, reputational issues or strategy shifts, among other factors.

No matter the reason, rebranding requires a major decision—and is an expensive undertaking—that shouldn’t be taken lightly.

An organization’s ability to execute has a direct effect on future success, so the process should be strategic, collaborative and rooted in actionable intelligence.

Marketing is often at the helm of what is a cross-functional “mega-project,” and its task is to ensure smooth, integrated efforts.

Among the various areas to address, here are five essentials for a successful rebranding:

1. Intelligence gathering

What has to change? How do you get there? For the answers, survey the following:

Often, an important factor is whether rebranding will entail a renaming. Are perceptions of your organization so steeped in your old positioning/reputation that they can’t be peeled away?

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