Enjoyed the post. I have seen a rebrand done right and I have seen it done wrong from an internal standpoint. When it goes wrong you leave the people on your team feeling confused and out of touch with what is going on in the organization. While I agree that you shouldn’t and don’t need everyone’s agreement on the direction. That doesn’t mean that you don’t get your key people on the same page so that they can communicate that throughout the organization so that everyone is seeing the same vision. This is particularly critical in a large organization.

Brandon Allens last blog post..

[...] que sólo es el logo, pero es el paso previo a como puede afectar la misma a la marca. Se puede no estar de acuerdo con esta estrategia, que lo mismo se está dejando de lado a la audiencia interna de la empresa que también tiene [...]

@EricBrown, it’s just my opinion, but I would totally tap into your son for his opinion. Why? Because I’d hedge a bet, unless your son is totally introverted, that he chats from time-to-time with his customers. And in those conversations over time, he probably knows why they order the quantities customers do, how they feel about the branding, and how they feel about Pepsi’s service, etc. Is this valuable from a brand perspective? Maybe not on the surface, but that kind of feedback/data sure does infer a lot and can be useful to create internal evangelists like you suggested. Just imagine how empowered an employee would feel if they knew that their external and internal conversations help shaped a product or service.