Rebranding a business is a great opportunity for a company to show how it has evolved over time and debut its forward-thinking vision and mission to its constituents. It also is a tremendous undertaking, which requires precise strategy, exact timing and a great amount of preparation that must be communicated from the top all the way down.
In Against the Gods, the best-seller about the history of measuring risk, author Peter Bernstein writes that the difference between modern times and the past is the “mastery” of risk. Understanding, weighing and acting on risk is a fundamental task for chief executives.
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