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By Anslem Samuel | Published November 28, 2011 | Full size is 620 × 480 pixels

Merge the Old with the New With any rebranding project you will need to rely upon the intellectual strengths and skill set of an effective team. One of Gibbs’ top priorities was to assess the current team he inherited and determine which members could help propel the brand forward. “Consistent with a brand assessment is an internal resources assessment, which has to be done with the end goal in mind,” he says. To determine which team members are the appropriate fit Gibbs states that it is imperative to ask yourself the following question: “Are there people and resources associated with this brand that can be helpful and useful in the new strategic direction?” When Gibbs asked himself this question he discovered that the answer was yes and no. While some of the original staff remained others had to be eliminated. “There are some still here and there others that are not. You can’t operate without in-house digital expertise and that's an area where we had to aggressively expand in.”

Merge the Old with the New

With any rebranding project you will need to rely upon…

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