Listen in as we expand on our blog post about rebranding and reframing the current notion of "branding" which conjures up negative connotations among so many in the C-suite, especially the Finance department.

Here's the cold, hard truth: "branding" is dead. Not the discipline – that's more vital than ever. But the term itself? It's killing us. It's killing our budgets, our influence, and our ability to drive real business change. The problem isn't the discipline. The problem is the word.