Rebranding at a Deeper Level
http://www.iabc.com/cwb/archive/2005/0405/rebranding.htm

Craner, John
Communication World Bulletin
2005

Abstract:

Too often companies perceive rebranding as a shallow cosmetic exercise. New PMS colour here, tweak of the logo there and throw in some nice TV ads. Done deal. Not so. In order to compete, be differentiated and sustain a competitive advantage, organisations need to push the brand much deeper to their internal core: their people.