Behind every rebrand is a debrand. Firms must streamline, strengthen and stay ahead, says Jim Walton.
If you’re a brand or marketing director in an established firm, you’ll know that ‘letting go’ is easier said than done. For many senior partners, the existing brand represents years of hard work and success, making it all the more challenging to evolve.
It can serve as a comfort zone – everyone knows where they stand.
But the problem with comfort zones is they often act as an impediment to evolution and growth.
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