So how did a city, known for tobacco production just 60-70 years ago, become known as the City of Medicine? Also, what’s this got to do with rebranding? Well, it wasn’t very long ago that Durham was a “thriving site of tobacco manufacturing facilities…for nearly a century…until medical findings about the health hazards connected to smoking played a part in the weakening of Durham's tobacco industry”. Now, Durham is often referred to as the City of Medicine and is known for the medical research that is done there and in the rest of the research triangle. Even buildings that were once factories for producing tobacco products are now being used as medical research facilities.

It’s a big question but one that you and your team should be able to answer. If you can’t clearly articulate who your brand is, neither can your team and your audience wont be able to either.

If a team is fused together the limits to what they are able to accomplish is seemingly boundless.

Do the wheels really have to feel like they are falling off?