Organizations "rebrand" for a variety of reasons. Without a strong, unified, consistent brand, all the other people who interface with customers better be “that good” in order to compensate for the under-serving brand. The goal of just about any organization is to have great people and a great brand, which together deliver a brand-promise that resonates with customers.
Here's a case study on a small organization's rebranding process: http://www.smartimage.com/how-to-go-about-rebranding-your-church-2/
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