The term rebranding can mean different things to different people but a sense of excitement and dread usually accompanies it.
The excitement we marketers get when finally able to refocus the position of a company at the right audience and the dread of what happenings if it all goes wrong.
Joining me this week is Jim Heininger from rebranding experts.
Jim talks me through the reasons for rebranding in the first place, things to consider and shares a few horror stories about when it goes wrong.
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