CEOWORLD magazine - Archive in Charlene Gervais

Charlene Gervais

Charlene Gervais

Charlene Gervais is a Partner and Consultant with Bluegreen Branding. She specializes in brand strategy consulting for B2B brands in the tech and financial space, especially those at critical inflection points such as rebranding during M&A, or launching new products and services.

Charlene Gervais is an opinion columnist for the CEOWORLD magazine. Connect with her through LinkedIn.
Business Transformation

Rebranding for all the right reasons

Companies often spend considerable resources over many years building their corporate brands. So why would anyone risk all that on a rebrand? It may seem perilous to purposefully alter how your company shows up in the marketplace, and potentially throw away brand equity in the process. But it turns out...