From Identity To Impact: How Brands Drive Growth

What happens when a rebrand goes too far?

In this episode of Ideas to Scale, Alejandra Slatapolsky and Gabriela Pulido talk about rebrand wipeouts, market pushback, and the strategic decisions behind major brand transformations.

Using recent examples like Jaguar and X, they explore what can happen when a company changes its identity without enough context, clarity, or connection to the brand equity it has already built.

The conversation covers:

• Why legacy brands can face strong resistance during a rebrand  

• How to know when a brand is no longer helping the business grow  

• The difference between a refinement, an evolution, and a full transformation  

• Why founders and CEOs should understand the real reason behind a rebrand  

• How brand architecture can help companies manage change with more clarity  

• What leaders should evaluate before changing a name, identity, messaging, or brand experience  

Rebranding is one of the most strategic decisions a company can make. It affects perception, trust, internal alignment, market positioning, and future growth.

For Alejandra and Gabriela, the key question is simple: is your brand helping you scale, holding you back, or staying neutral?

Watch the full conversation to understand how to approach rebranding with strategy, intention, and the right degree of change.

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