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Podcast: HBR On Strategy
Episode: The Risks of Rebranding
Description: Are you considering a refresh of your brand? Roger Martin says you should probably rethink that.
“When you rebrand, the [consumer’s] subconscious is saying ‘whoa, whoa, whoa, whoa, whoa, where’s that thing we were comfortable with?’ And in some sense, it puts you back to square one. You’re now competing to establish a new habit,” he explains.
Martin is the former dean of the Rotman School of Management at the University of Toronto — and one of the world’s leading thinkers on strategy.
In this episode, he explains how customer habits build “cumu...