In marketing, names aren’t just names. Names are brands. And brands need commitment and resources to be successful.

Taglines are almost never great. But they can be meaningful if you focus on the story behind them.

Did the Maark brand end up working for us? Are we a better company? What’s it like now that the newness has worn off? Was it all worth it?

Why rebrand? Is there ever a good reason? Strategically, rebrands are a minefield. There's so much that can go wrong. In a world painted...