Before making the decision to rebrand, companies need to ask a key question: Do you have a brand or a business problem? Rebranding is not a panacea. In this article, we argue that it's important to look for potential underlying issues with strategy, sales, technology and teams, before reflexively jumping to the idea of a rebrand. Otherwise, you may be putting a different shade of lipstick on a pig.
by Simon Erskine Locke, Founder & CEO, CommunicationsMatch