Kathy Neumann, CMO of Rent., brings over 20 years of experience in building brands, teams, and consumer experiences spanning retail and tech at best-in-class organizations. In this Q&A with Advertising Week, Kathy shares how Rent.’s complete branding evolution impacted every facet of the organization and Rent.’s renewed mission to build true partnerships with clients.
When we think about rebrands, it’s natural to go to think about a rebrand in terms of visual identity as that is the most visible manifestation of the brand. However, to truly create a new brand it is so much more. You really have to get at the DNA of the company. A true rebrand touches every aspect of the organization.