How to Reinvent Your Brand
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Fall is all about turning over a new leaf — literally, but often metaphorically as well. This could mean a change of heart, a late sprint toward a New Year’s resolution or the decision to rebrand oneself. So, as we approach a new season, it’s only fitting that this week’s CMO shares his experience with a total reinvention of his company brand.
Michael Mendenhall is the CMO of Flex, formerly Flextronics. Over the last 40 years, Flex moved from contract manufacturing to electronics to supply chain solutions, and now offers a full portfolio of design, engineering, software and commercialization services. However, customer perceptions of the brand hadn’t kept pace with its evolved offerings. Reworking the company name was just the tip of the iceberg for Mr. Mendenhall and his team.
The brand awakening
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