When Is It Time to Rebrand? Lessons from Meta, Block and More

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The past few years have brought countless changes to our lives. After the onset of the pandemic, many companies adapted and pivoted to a new business model at an unprecedented pace. Others took it upon themselves to shake things up, giving themselves a new name, look and sometimes domain name in the process. And many found themselves in both categories, adjusting their public-facing side to mirror changes occurring internally. Among these companies were — now Meta — and mobile payment company Square — now Block.

Why now? While companies rebrand for a host of reasons, there are a few catalysts

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