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How to Rebrand a 10-Year-Old Company in Six Weeks

by Kathy Saenz  |  
April 5, 2011

In this article, you'll learn...

  • Steps to bracing yourself for an effective, fast-paced rebranding
  • Five pillars that helped one decade-old company rebrand in 42 days

The challenge came early one Monday morning: "We're considering rebranding the company. Give us a proposal and your recommendations."

And so, our marketing team went to work: researching companies that had gone through similar changes, quantifying the dollars involved, recommending very methodical processes for implementation, and developing a reasonable timeframe.

We received executive and board approval to proceed. But with a few caveats: "Have the rebrand complete by January 1"—which meant that instead of the 18 months we had proposed to complete our task, we had exactly six weeks.

This article shares key lessons on how we shifted from "OMG, they're crazy" mode into high gear, accomplishing the unthinkable.

People are everything

Here's an area that drives home the importance of quality over quantity: Despite the magnitude of tasks you'll be juggling, a large army is not needed. But what is needed is the right army.

The most important success factor is having the right people: those who share your resourcefulness, enhance one another's creativity, share a sense of optimism, bring an abundance of energy, and, as a whole, share a belief that you can actually pull it off.

There can be no weak links in this formula—you simply cannot afford to have anyone bring you down.

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Kathy Saenz is corporate communications manager for INgage Networks, an award-winning provider of enterprise social software solutions for government and business. Reach her on Twitter @KathySaenz.

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  • by Matt Barnhart Tue Apr 5, 2011 via web

    There's some very good information here but I would add that when establishing your brand platform it is vital to not only tell your customer why you are great but to understand and address the needs of your audience. If what you provide doesn't solve a need for them you're simply pounding your own chest. We have some resources that companies engaged in a rebrand may find helpful at

  • by Dhana@Loyaltics Tue Apr 5, 2011 via web

    Nice info .!. I would also add 'Simplicity' in the re-branding related messages, so that everyone 'gets' it easily !.

  • by Hugh Kennedy Thu May 26, 2011 via web

    Agreed. We believe that things like positioning a new company or newly merged company don't have to be six-month exercises that produce a report you file. Branding and positioning should be applied practices. Years ago we produced a report ( that we continue to update because the power of a good story well told continues to resonate.

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