Rebranding is a big decision. It's like hitting the reset button for your company. If mismanaged, rebrand can have disastrous consequences.
Companies get led astray with weak goals. "50 in 5" ($50 million in 5 years) or "30 in 3" ($30 million in 3 years) sound great on paper, but are rarely achievable. Don't let your team choose shallow commitments and unachievable goals.
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