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Rebranding Alone Won't Fix a Broken Company: Same People, Same System, Different Results?
The Fallacy of Superficially Rebranding a Business Unit and Expecting Different Results Sometimes, a business unit's poor performance can be so catastrophic that it drags down the entire organization. In an effort to save the parent company, the business unit can be shed, re-branded, and restarted to give it a new lease on life. The name and logo might be changed, the strategy might be shifted, and efforts could be made to make it seem like a completely different entity. However, if the same people who had been running the company and drove it into the ground, prior to its rebirth still hold the reins, how can different results be expected?





































































































































