To refresh a brand or take on a total brand transformation – that is the challenge many businesses face. In this week’s episode of Branding Business, RiechesBaird President Ray Baird sits down with Pegasystems CMO, Grant Johnson to explore the steps companies must take when they are going through an initial branding or rebranding effort. For more than 20 years, Johnson has worked with various companies on their rebranding strategies including his time with FileNet (purchased by IBM), FrontBridge (purchased by Microsoft) and in his current position at Pegasystems.
Grant Johnson Details The 3 Phases Companies Must Go Through When Considering a Brand Refresh or Brand Transformation:
- Phase 1: Brand Assessment
- Phase 2: Brand Development
- Phase 3: Brand Execution