What’s in a name? Why companies decide to rebrand
Elon Musk’s decision to rebrand Twitter as X has been widely mocked yet there are many valid reasons for companies to change their name, argues Goutam Challagalla....
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Goutam Challagalla
Goutam Challagalla is Professor of Strategy and Marketing and dentsu Group Chair in Sustainable Strategy and Marketing at IMD. His teaching, consulting, and research focuses on strategy with a focus on digital transformation, business-to-business commercial management, value-based pricing, sales management, distribution channels, and customer and service excellence. At IMD, he is Director of the Advanced Management Program (AMP), Digital Marketing Strategies (DMS), and Strategy Governance for Boards, and co-Director of the Integrating Sustainability into Strategy.
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