- Be crystal clear on why you need a rebrand
- Dig deep into your history
- Be willing to change your story
- Connect what you’re doing to a futuristic idea – and leave room for others to join
- Meet your customers where they are
- Get your key stakeholders deeply committed
Advice from Brian Collins, CCO of branding consultancy COLLINS, and Lelan Mashmeyer, CCO of yogurt maker Chobani. Both are co-founders of COLLINS.