Rebranding Journey: From Guayaquia to Yerba Madre

This chapter explores the rebranding efforts of a beverage company as they transition from the name Guayaquia to Yerba Madre. It highlights the challenges in brand recognition and the importance of community engagement, particularly on college campuses, to foster consumer connections. The narrative emphasizes the strategic decisions made during the rebranding process, aiming to maintain the essence of the original brand while enhancing market presence and consumer sentiment.