The Fallacy of “Re-Branding”... Debunking the ‘external’ effort to re-position the brand.

The Fallacy of “Re-Branding”... Debunking the ‘external’ effort to re-position the brand.
“Oh, you’re a brand consultant? Our company just went through a re-branding effort 6 months ago. We’ve all got new business cards, a new logo, and new ad campaigns coming out.”
 
I cannot tell you how many times I hear this and like statements from those I meet on a daily basis....and my heart drops...
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