Building a Business
How to Rebrand With Customer Perceptions in Mind
When a company's aspirational self-perception misaligns with the market's, rebranding rarely lands as intended. That can be flat-out embarrassing.
Steve Blue is president and CEO of Miller Ingenuity, where he has blended multiple technologies to transform the 60-year-old manufacturing company into a highly innovative global powerhouse. He is an author, speaker and recognized expert on leading change and showing companies how to double and even quadruple growth.
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