How do you rebrand and rename a 60-plus location organization while preserving 40 years of existing brand equity then update dozens of collateral pieces – all in less than 9 months? One step at a time. My guest Missy Day has 24-plus years of experience leading corporate marketing initiatives for billion-dollar corporations, and I have been rebranding organizations like this one for 20-plus years – yet at one point in this case, Missy and I were both stopped cold. Not one of the brand names under development was resonating with the stakeholders. Listen to find out how we rescaled the project, developed more than 300 warm contenders for the name and launched a brand that brought people to tears. Read the full case study here: https://bit.ly/2YEjhio.