How do you rehydrate, revitalize, or renew a brand?

I thought that a post on rebranding would help people get a new lease on life.  I see people hold on to dead brands, launch fizzle brands, and kill brands by being all things to all people.  I see this happen to individuals and their personal brand too.

I decided to ask the best in the business ... Al Ries.  Aside from a best-selling author, Al is one of the best business consultants in the world on branding and positioning.  After all, he's written THE book on "positioning."

Al wrote a fantastic guest post for me:

How To Rebrand a Brand

It's a masterpiece.

If you are looking at how to rehydrate your product or yourself, it's a MUST read.

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