JPL’s Bill Kobel and Quest Diagnostics’ James Humphreys discuss why companies decide to rebrand on Adobe’s


Highlights from the podcast include:

  • What makes companies decide to undertake a rebranding effort
  • The challenge of communicating a brand consistently to multiple customer segments
  • Building a brand for longevity while also staying ahead of the marketplace
  • Why branding is more than just a marketing and communication exercise
  • Rebranding needs to be rolled out and understood through the entire organization
  • Tips for navigating the rebranding process

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Learn More: JPL’s Brand Methodology