A successful rebrand could be the best thing that ever happens to your organization. Dollar for dollar, a rebranding effort represents a significant return on investment…unless you make one of these mistakes. 1. We Don’t Need Research It’s hard to be unbiassed about your brand. Perhaps not surprisingly, everyone in your organization has their own opinion about its strengths, weaknesses, and market opportunities. Objective research lays the foundation for successful rebrand efforts. The smart way to approach a rebrand is through a comprehensive, organized, methodical, researched-based approach. The methodology should include quantitative and qualitative research on the competitive landscape and