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In this episode, our Group Director of Strategy, Lisa Kane, reads, “An open letter to a CEO: Considerations for rebranding.” When CEOs contemplate a considerable challenge, such as a rebrand, they tend to focus on the exhilarating first half of the marathon. But it’s the second half of the race that is the most critical and requires as much – if not more – attention. Originally published on Medium, Lisa explains why when it comes to rebranding, leaders must determine, is refreshing the brand merely a change of sign, or is it a sign of change?