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Management decided it was time for a complete rebrand.
2015 May 22, Jason Hartley, “Lib Dems don't need a rebrand - they need to reconnect to their existing brand”, in The Guardian:
Typically, a rebrand is either a fundamental change of the core ideology of everything you are, or at a more pithy level, a change in how you visually manifest that core idea.
2015 July 6, Lottie O'Conor, “Presenteeism over productivity: why flexible working needs a rebrand”, in The Guardian:
There are a number of issues here. First up, non-traditional working practices need a major rebrand. We need to move away from the assumption that “working flexibly” means “working less”.
2016, “Collegiate Athletic Rebranding”, in Journal of School Public Relations, volume 37, number 2, Rowman & Littlefield, →ISBN, →ISSN, page 264:
Before engaging in a rebrand, it is important to consider how a rebrand can and will influence loyal consumers, fans, students, and alumni.