Going through a rebranding and renaming process with an established, successful company can be like renaming your child. There is a great deal of emotion involved and past history to take into consideration. But, as companies grow and evolve and confront ever-changing business dynamics, the brand name and positioning may need to be evaluated. BrandingBusiness Founding Partner Ryan Rieches talks with Jason Rose, Senior Vice President of Business Development for Inovalon (the new name of MedAssurant) about the process that established companies go through when re-evaluating their brand name and positioning strategy. In this radio show from July 2012, Rose explains how MedAssurant went through a holistic brand evaluation to understand how the brand was currently being perceived in the healthcare marketplace, and how BrandingBusiness guided them through the process of changing their name and introducing it both internally and externally.