Anatomy of a Rebrand (Part 2 of 3): So You Need a New Identity... Now What?

The last time I headed up an internal rebranding initiative, it took a total of 4½ months—from the day we said "Yes, we're doing this" to the day we unveiled our new Workfront website and replaced the sign on the building. Fast? Undoubtedly. Every branding firm I've talked to says it's a process that typically lasts 9-18 months.Read the full article