Can rebranding improve a company’s reputation?

Catchword cofounder Laurel Sutton weighed in on whether rebranding can improve a company’s reputation.

Jim Heininger of Rebranding Experts says yes, calling rebranding a “jet pack to success.”

Laurel says no. “Rebranding isn’t like the Witness Protection Program. Past bad behavior doesn’t disappear when the name is changed, especially in the 21st century, when the internet never forgets.”

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