“Rebranding” is all the rage today in corporate communications, and one question gurus on the subject often find themselves pondering is the following: When you get a hot new CEO who succeeds in creating an appealing narrative, what happens to older stereotypes and prejudices about the brand?
If Pope Francis is any indication, what sometimes happens is that those stereotypes are re-tasked, to use another bit of corporate jargon, to support a new storyline of internal opposition to the boss.
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