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by Katherine B. Ponder
“What’s in a name? That which we call a rose/
By any other name would smell as sweet.”
—Romeo and Juliet, Act II, Scene II
Shakespeare’s phrase may be true, but who among us, as modern consumers, would even give a trial sniff to a flower that has a less than alluring name? So it is with corporate branding, and rebranding is even more challenging. Read more.
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