From Ed Roach: Re-branding. It’s a term that you hear a lot these days. When you hear the term in rela­tion to changing one’s logo, this is an incor­rect use of the term. Changing the logo won’t re-brand anything. If you under­stand that your brand is essen­tially your repu­ta­tion and is the result of every touch point in your company. If you’re merely change your logo without addressing the core issues for the re-brand then changing the logo changes nothing. · Go to When to know when it’s time to rebrand →