Ilya Pozin_is a serial entrepreneur, writer, and investor. He is the founder of online video entertainment platform_Pluto.TV, social greeting card company_Open Me_and digital marketing agency_Ciplex. Rebranding can be a risky business. It’s more than just a fresh coat of paint on your company brand, it also signals your organization is embracing a new way of doing business. Plus, your current brand already has recognition and market share, so it’s important not to throw out the good with the bad._ Change can be scary, but it’s often necessary – especially as markets can be quick-moving and volatile. Learning from common rebranding...

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