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Fighting Friction: Managing a changing brand


For a business to stay viable, it needs to evolve to best serve its target clientele. The brand needs to deliver a vibrant and relevant brand experience.

But for many employees, stakeholders and leaders, change is hard. Stepping through the door to the new and unknown makes them jam on the brakes. It’s hard to progress when you are fighting the friction of your team digging in their heels.

So, what can you do to ease the transition?

No one likes to have change dictated to him or her. Stakeholders respond best to change when they have a role in making it happen. You will grease the wheels of change rather than fighting the friction of resistance.

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