A look at the art of b-2-b rebranding
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Rebranding is an expensive and often painful proposition. Just finding a new name that key stakeholders like is an ordeal, not to mention securing trademarks and URLs. Then there’s the cost of redoing every physical and virtual branded presence, which for global brands can cost millions. As such, it’s not a journey that a seasoned CMO would embark upon without serious cause and steely determination.
Morgan Norman, CMO of a recently renamed software company, raised the ante by seeking an option that would disrupt the normally staid CRM category. In our conversation, below, Norman outlines how he orchestrated the change from ProsperWorks to Copper, why the color pink was a vital part of the rebranding and, most importantly, the actions the company took to make sure this was more than just a cosmetic makeover.
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