DP 187: Re-Branding is Really About Change Management

Re-branding is a term that comes up a lot—but what does it really mean? Amanda Willard joins this session to share her experience with re-branding at Lincoln Park Zoo and why it's actually about what she calls change management. A re-brand done right resonates not just externally, but internally as well. She and Beth explore the difference between participation and engagement, how to know when a re-brand is completed successfully, and much more.