04Write the rebrand business case for an organisation that has outgrown its original identity.
05Identify the cultural moment that makes now the right time to evolve this brand.
06Build the stakeholder alignment framework for a brand evolution that will face internal resistance.
07Write the brand narrative for a category that is changing faster than the brand is.
08Identify the brand equities that must be protected through any evolution or refresh.
09Build the brand launch framework for a new visual or verbal identity.
10Write the brand guardian brief: what must be defended in every future decision about this brand.
