We recently met with an organization whose marketing director said, “Branding is a bad word around here.” Why? They invested in a six-year relationship with one of the biggest branding consultants in the business. One year alone they spent $5 million. What did they get for their six years and millions of dollars? A decision on color! Yikes! Every day we read in the paper where such-and-such a company is “re-branding” itself. You read on and you see that they changed their name. Or their logo. Contrast that with the work we did recently for a group that had some serious issues with how they were perceived by their customers. They were adamant about keeping their name and logo. Fine. We reworked their positioning, and their messaging, and created a new communications campaign with a very different tone and voice. We think we re-branded them. So do they.