How we keep leaders motivated: Rebranding as a strategic weapon, not a design exercise

How do we keep leaders motivated during a rebrand?

I remind them that companies that take rebranding seriously are the ones pulling ahead. The CEOs who have succeeded at this understand that a rebrand is not a design exercise. It is a strategic weapon. It sharpens positioning, drives alignment and gives your teams and customers a clear reason to believe.

Yes, it takes time, focus and cross-functional coordination. But the payoff is clarity: Sharper positioning, stronger market presence and deeper alignment between who you are and how you show up.