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Best practices in rebranding suggest that you not share your rebranding plans in advance as it invites questions and scrutiny that may sideline your efforts and disrupt normal business operations. The better strategy is to complete the rebranding process behind the scenes, appropriately polling and engaging important stakeholders in the process, and then make a public announcement as you simultaneously switch all your brand identity elements at once.
This SlideShare answers the questions: When is it smart to announce your intent to rebrand before you actually do so? And secondly, how do you need to manage the process differently than keeping the rebranding initiative under wraps?