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Behind the Scenes of a Company Rebrand

Through the rebranding process, I learned the importance of concepts like company UX.

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By Sean McDermott

Opinions expressed by Entrepreneur contributors are their own.

Forrester estimates that every dollar invested in user experience (UX) brings in $100 in return. To maximize this ROI, tech firms tend to invest heavily in the art and science of how customers interact with their products and services.

But how do technical firms approach their overall company UX, specifically as it relates to their own brands?

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