You’ve decided it’s time for a change for your brand. Whether it’s to open up new markets, or modernise your business to keep pace with a changing world, you hope to follow the long line of successful B2B rebrands that have come before you, including Slack, Dropbox and Mailchimp.
More than anything, you don’t want it to backfire by sparking an exodus of existing customers who don’t understand, identify with or even like your new brand. Here’s how to balance the acquisition of new customers and the retention
