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Differentiation is easy to say, harder to do. Ask any professional services firm.

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Once your company decides a rebrand is necessary, then it’s certain you’ll make some change to your brand strategy, company positioning, brand identity, or all of the above. Whatever your objective, the rebranding process courts change and change can cause discomfort to people in your business.

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Have you started this year thinking about how you’ll revitalise your corporate brand? 

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In my inbox this morning were a dozen fresh emails all with similar heading subject lines.

They all started with a similar pattern:

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That's right. Stop now if you intend to embark on a content creation exercise with no understanding of why you're doing it.

 
 
 

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