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The old saying that “timing is everything” couldn’t be more true when talking about branding. The desire to change brands can be the end result of an acquisition, merger, or another fundamental change in an organization’s business or goals for their business. These changes can happen suddenly and the timetable to change the brand name and reshape the brand’s goals can be a daunting challenge, especially when faced with strict deadlines.

When major change happens in any organization, there is usually a period of uncertainty that follows. Change occurs for a reason, but with change comes both foreseeable and unforeseeable consequences with positive and negative implications. While organizations undergoing change may be focused on how to maintain the positives of the brand name and culture while incorporating the change, it is the substantive nuts and bolts work that will really drive whether or not your change will be successful.