Decide whether a rebrand is warranted and, if so, plan a phased rollout that protects equity and minimizes customer confusion.
## CONTEXT Our brand feels dated and no longer matches where the company is going, and leadership is debating a rebrand. Before we spend money and risk confusing customers, I need a clear-eyed assessment of whether a full rebrand, a refresh, or no change is the right move. If we proceed, I want a phased roadmap that…
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