The Rebranding Strategy Crash Course (Includes a Free Rebranding Checklist)
It was a cold January morning at IHOP headquarters. A group of creative directors sat around a conference table. “Our bread-and-butter is pancakes. There’s no way we could switch to burgers. That would just be bananas.” “Ellis, I think it’s bologna too. But if we don’t do this, we’ll be toast. Waffle House will consume…