One of the most consequential and long-lasting decisions a marketing leader can make is to change the organization's brand. A brand's messaging, positioning, and visual identity permeate all aspects of the company's go-to-market activities and usually endure for many years. We frequently engage with clients on rebrands, helping them sort through the business justification and process steps using the Forrester Brand Lifecycle Framework as a guide. And based on my experience of client inquiries over 2021, the pace of rebranding is rising.