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@Ivan - in some cases, you don't need to change logo or style at all. Yet, you would be well served by communicating differently with your customers, opening new channels back to you where you customers are. The change I'm talking about is more how you articulate your value prop than the props that often are used instead of value, if that makes sense.

@Online Reputation Management - I would so prefer to talk to a person.

@Case - it depends on how deep you want to go, and where your customers are. Integration of new tools or media does not always mean replacement of old ones.

It seems like the process of rebranding is being affected by the use of social media in a big way. Do you even need to hold focus groups anymore? Through a bit of crowdsourcing and statistical analysis, I bet you can get a good idea of what's working inside an industry straight from consumers' mouths/profiles.

Branding and re-branding can be a very touchy subject. Sometimes you may think a re branding can bring you benefits, but it is so difficult to get it right, that your reputation might actually get heavily damaged.

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