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Run Time: 23:28
in On Point

A Rebrand: One Agency’s Experience

New Bethlehem, PA-based Charles Leach agency recently went through a rebrand. Listen as principal Lisa Goth explains why the owners saw a need. She talks about the steps they took to reinvent the firm: brand image, culture, communication, use of technology, employees--all of it. She shares excellent advice for any agency planning on going through such a process and stresses the role leadership must play along the way. "Yes, it has been a long and many times difficult process but without question, we would do it again," Lisa says. Management, employees, and most importantly, customers are happy with the results, she adds.

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