Too often, people approach brand building or rebranding from the outside, thinking it is all about being customer-centric. That's only one of the three truths of brand transformation, and it is not the most critical. What does it mean to transform a brand, and what is the most critical thing to remember, irrespective of company size? Listen to Robert Ferguson, Senior Director of Brand Strategy at SAP, as he discusses true brand transformation. Show Notes

Connect With: 

• Robert Ferguson: Website // LinkedIn // Twitter
• The Rebrand Podcast: Email // LinkedIn // Twitter
• I Hear Everything: IHearEverything.com // LinkedIn  

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