What Is a Rebrand?

The term rebrand comes up a lot when there's a new head of marketing that is coming into the organization or a new CMO. As you tinker with the core of a brand, you are eroding or losing all of the equity stored in people's brains. And usually people go a little too far in terms of futzing with those things that have made the brand what it is. Instead of finding a contemporary way to express that same old greatness.