AllAboutBranding.com : Living

	Rebranding at a deeper level


Too often companies perceive rebranding as a shallow cosmetic exercise. New PMS colour here, tweak of the logo there and throw in some nice TV ads. Done deal. Not so - in order to compete, be differentiated and sustain a competitive advantage organisations need to push the brand much deeper to their internal core: their people. This article covers the rebranding process and offers five tips to achieving rebranding success. Contributor: St John Craner
	What Your HR Department Can Learn From FedEx: The Power of a Strong Brand


This article covers the key components of department branding. It asks some hard questions of the too-often forgotten HR department looking at how it contributes and stands up to the organisational brand. It highlights organisational impact and relevance as the key benefits to successful departmental branding and suggests 7 principles to achieving an effective department brand. Contributor: Joe Benson and Bret Kinsella


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