'If you haven't diagnosed where the problem lies in the first place, how do you know which lever to pull?'

If your idea of a rebrand is a new colour palette and an updated logo, think again.

Too often, superficial design changes don't just fail to deliver growth, they actively damage the brands they were intended to bolster. Rachel Fairley and Sarah Robb have helped some of the world's biggest companies refresh their brands from the inside out. They argue that rebranding is more a strategic undertaking than a design project, and it's definitely NOT something that should be driven by a new leader's ego.

This is a conversation for anyone invested in understanding the deeper mechanics of making a brand work over the long term, but also for anyone who wants to write a book that makes a real difference for its readers.