How can you maintain customer affinity while rebranding?

Note: This transcript contains references to WillowTree, now proudly part of TELUS Digital. The insights and expertise shared in this video continue to reflect our commitment to delivering exceptional digital experiences powered by AI.

On this episode, we explore the connection between brand and customer experience — and how to maintain positive customer sentiment while undergoing a rebrand.

An effective rebranding strategy can serve to reposition a company, product or service to better align with customer expectations. But it’s not a given; to retain existing customers and attract additional ones, brands must engage numerous stakeholders, plan meticulously and communicate clearly.

Listen for the compelling insights of Billie Loewen, former vice president of marketing services at WillowTree, now part of TELUS Digital, and David Soberman, professor of marketing and Canadian national chair in strategic marketing at the Rotman School of Management at the University of Toronto.