Every building occasionally needs a new coat of paint. Similarly, a brand – which is really a business’s public face – sometimes needs to be refurbished to maintain or enhance its appeal. In essence, rebranding involves reimagining the company’s marketing strategy, such as by changing its name, design aesthetic, product portfolio or logo. This sounds deceptively easy; the reality is quite different. Before embarking on a rebranding mission, business leaders must be cognizant of the risks involved. This podcast explores the right (and wrong) reasons to rebrand