A client came to us for a rename. We said no.
People tend to think a rebrand starts with a new name. It doesn’t. It starts with panic. Letsssss talkaboudit.
Our major supply chain brand came to us convinced they’d outgrown their eponym. They didn’t just do what they were named for anymore (their founding capability). They’d evolved into automation, robotics, RFID, all the next-gen supply chain tech.…
