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....
Mark Chussil is the Founder of Advanced Competitive Strategies, Inc. He has worked in competitive strategy for 45 years with experience in research, business war gaming, and strategy simulation, and has been published widely. He has an MBA from Harvard and a BA from Yale. Contact Mark at [email protected] and via LinkedIn.
1 August 2023 • by Goutam Challagalla in Strategy • 7 min read
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....
1 August 2023 • by Louise Muhdi in Strategy • 9 min read
In a world characterized by disruption and complexity, the ability of organizations to swiftly detect and respond to change has become crucial for sustained success. One decisive element stands out as the...
25 July 2023 • by Bettina Büchel in Strategy • 6 min read
How do you know if your latest strategic initiative is on track? By using the Smarter Execution Score, says Bettina BĂĽchel, executives have a practical tool to measure progress and change course,...
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