Decide whether a rebrand is warranted and, if so, plan a phased rollout that protects equity and minimizes customer confusion.
## CONTEXT Our brand feels dated and no longer matches where the company is heading, and leadership is actively debating a rebrand. Before we spend real money and risk confusing the customers we already have, I need a clear-eyed assessment of whether a full rebrand, a lighter refresh, or no change at all is the right…
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