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<b><i>Business of Branding</i></b>: The Grand Rebrand

By John J. Buchanan

As the veteran of several law firm rebrands, I've learned a few things about how branding projects work at firms, big and small. It's easy to underestimate how complex these kinds of projects can be so it's best to, as the old saying goes, hope for the best but prepare for the worst. I also want to note that all rebranding projects are unique ' no two are the same. There are so many variables (firm size, geographic reach, culture, decision-making process, etc.) that it's hard to generalize about branding projects. Even so, I think there are a few tips that will help make your rebranding project ' should you dare to take one on ' a success.

The Beginning

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