Lessons From Rebranding a Berkshire Hathaway Consumer BusinessSue Yannaccone and James Burn
Companies spend an enormous amount of time and money creating a new brand, but when it comes time to launch, they often miss deadlines, communicate poorly with everyone involved, and fail to coordinate the multitude of moving parts. Opportunities are lost to delay, and worse, the company’s image is tarnished. In a world where brand is synonymous with reputation, shareholder value can take a big hit.
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