Eric Holtzclaw interviews Darren Horwitz, founder of TenTen Group, on "The Claw" podcast about global brand transformations. Darren explains how TenTen assists organizations with rebranding by:

• Planning, building, and managing the process
• Outlining five critical pillars for rebranding
• Cataloging existing branded materials
• Determining optimal timing for rebranding
• Involving key stakeholders for a smooth transition
• Testing the new brand in real-world settings
• Aligning rebranding strategy with business goals

Darren expands on the importance of these steps when navigating brand change in an efficient and cost effective way. He reminds listeners that the answer isn’t always rebranding, and that there’s a spectrum of ways to strengthen and implement an existing brand. For those organizations who see rebranding as a next step, he acknowledges the ripple effect of launching and rolling out a new brand experience.

Click below to hear this episode of The Claw with Darren.