The Importance of Branding

William: I've seen companies go through three branding cycles in my lifetime. If you haven't done a branding exercise inside of 10 years, it's worth doing it just simply from a proactive, prescriptive standpoint. When do you think that a brand should look at rebranding? You start to see clues really from people like the sales team or people like the product management team that are telling, feeding back. That's the distant early warning that you've got to do something.