Renaming

The week in digital transformation: renaming DT, apps & cloud security

Welcome to The Week in Digital Transformation, our regular look back at the most noteworthy ideas, analysis, and news from the world of digital transformation over the past week. This week, we’ve got some interesting ideas on digital transformation from Michael Fauscette, Chief Research Officer at G2 Crowd, who argues that we’re in the “second generation” …

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Re-naming a B2B company – Part 2

You don’t (I fervently hope) change your company name every day. And when you do need to do something radical with your brand, there aren’t a lot of places to turn to for help. That’s what this mini-series is all about: a front-line, inside-the-tent, warts-and-all, metaphor-mixing account of one company’s name change and the re-branding …

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Renaming a B2B brand 1: lessons learned

As a marketer, you could go an entire career without re-naming and re-branding the company you work for. So if you do find yourself facing this challenge, there aren’t a lot of real-life, front-line, in-depth case stories to help you. This is the first in a pair of posts that will do just that. It’s …

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