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Rebranding Strategy Resembles a Camel

You’ve seen it before. Some companies are successful when acquiring or merging with other companies. But for some, it becomes part of a painful legacy. The business challenge of rebranding after a merger requires melding assets and liabilities. From boardroom to branch offices, “who we are, what we do and why it matters” is richer, more complex than ever before.

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The Age of Unicorns: Building $Billion Brands

Ah, the unicorn. A mythical, magical creature with a beautiful shiny horn, a pristine white coat and gilded wings for flying. Sound familiar? I bet you’re not as familiar with the lesser known story of the albino rhino: a gigantic white, scaly, wingless, awkward beast with a crooked horn that lives alone. Sound familiar? No? Didn’t think so. The biggest difference between these two beasts? Branding.

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