Rebranding has to attain buy-in from entire firm

May 2003
Marketing (00253650);5/15/2003, p22
Trade Publication
Last year will undoubtedly be consigned to the history books as the year in which rebranding program peaked as of May 2003. Corporations from all sectors embarked on the holy grail of repositioning in 2002. Yet very few emerged unscathed. They were falling down at the first hurdle or blasted by damaging media coverage and cynicism from all quarters. Very often, such programs fail to get off the ground, as not enough attention is paid to embedding the brand — and getting this right internally before even thinking about how the brand is portrayed externally.


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