Businesses often consider rebranding because their identity feels outdated.
But the real question should be whether the business, market, customers or ambitions have changed.
A meaningful rebrand should reflect where the company is going, not simply make it look newer.
Considering a rebrand? Start with what has changed in the business, not with how it looks. It is the question I begin with as a brand consultant in Dubai.
Full essay coming soon
This is the core idea behind the piece. The complete essay is being written and will be published here.
