In the September Issue
On the Cover
Tales of Whoa!—When and How Rebranding Is the Right Move
“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 Full Article
-->
