Rebranding | Page 6

Advance your company's legacy by transforming it. Tread carefully with key constituency groups.

Rebranding is risky business. Before you take the leap, seriously think over these major do's and don'ts, backed by real examples of rebranding successes and nightmares.

The 90-year-old country music venue uses millennial marketing techniques to capture followers for a new century.

In an effort to position itself as a go-to healthcare source, the drugstore rolled out a new name, along with an anti-smoking campaign.

As the terrorist organization ISIS dominates international news, a mobile wallet company with the same name is now calling itself "Softcard."

Rebranding is not for the faint of heart. After rebranding several billion-dollar companies, here are some lessons I have learned along the way.

The 120-year-old company unveiled a new logo today, much to the amusement (and disgust) of commenters on social media.

The foundation for a strong personal brand is seeing yourself as others do and sincerely living your values.

If you want to move beyond others' preconceived notions about you, ask yourself these questions.

Rebranding can be an expensive endeavor but there are a few ways to cut down on costs while still having a successful relaunch.

Steer the company in new directions without alienating the traditional customer base or losing sight of the core mission.

The location-based social networking platform continues its rebranding efforts with a new logo.

Amid some iffy publicity and legal issues, accommodation-rental start up startup Airbnb rolls out a rebrand and receives a less than stellar response.

Whether you are looking to leave your corporate job or just start a new startup venture, the goal is always the same. You want to show others, as rapidly as possible, that you should be taken seriously in your new identity.

The challenge for JDate, already almost universally known in the Jewish community, was not to introduce itself but to reintroduce itself

When The Mars Advertising decided it was time for a rebrand, they wanted to ensure the overhaul would be meaningful and provide the type of excitement employees could thrive on.

What entrepreneurs can learn about the rebranding of a beach towel into a trendy fashion accessory.

For our series Ask the Expert, marketing guru Joanna Lord chats about why she decided to dive into marketing and what newbie entrepreneurs can do to create a memorable brand.

One fitness entrepreneur explains how she's using controversy – and a calm, steady hand -- to build a fitness movement.

The former COO of Red Bull gives his insights on how to make a product truly stand out, whether it's a new or revamped offering.

One entrepreneur aims to transform the sea snails that have overrun the waters in his fishing town from pest to delicacy.