Rebrands and positioning · · 10 min read
How often should a company rebrand? What Rhino.fi's three rebrands in three years taught me
Rebrand when the person you sell to changes, not when the calendar says so. I learned that working with Rhino.fi, whose brand went through three rebrands in three years, and then digging into where the "every 7 to 10 years" rule comes from. Here is what I found, and the five questions I ask now.
