Rebranding can work wonders—if there’s substantive change behind it

Slapping a new coat of paint on a brand to reinvigorate it doesn’t help much. You have to make a serious, substantive change.

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“Rebranding is latin for bullshit!” @unmarketing Scott Stratten at #nmx see him live right now here:

— René Frederiksen (@rfrederiksen) January 5, 2014

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