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How to: Rebrand

Following Google's announcement that it plans to rebrand under new parent company Alphabet, Rebecca Scully, managing director of Smarts Illuminate, reveals seven tips to ensure your next rebrand is a success

HSBC’s decision to rebrand its retail banking operations in the UK is a bold step that could help to restore customer trust and strengthen the brand’s customer appeal at a difficult time. The move has been prompted by regulatory changes, which are requiring UK banks to separate their consumer deposits from their investment banking activities by 2019. But as with all rebrands, there are risks attached and success is by no means guaranteed.