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Ken Rabe

EXCLUSIVE: A Rare Behind-the-Scenes Look at the Sonance Rebranding Decision

September 5, 2019 by Ted Leave a Comment

Insiders & Participants Share Their Perspective

“You are WAY too excited about this news,” Jason Sloan, Sonance Chief Sales Officer joked when first telling me about their rebranding plans a few weeks ago. But I was excited – these plans put forth a major shift in the position of the Dana Innovations, Sonance, iPort, & Trufig brands. To Sloan and CEO Ari Supran, this was more of a refocus than a rebranding – a return to their largest and most beloved brand after a long and at times frustrating period of trying to establish another overarching entity.

But to me, it was much more than that.

The inside story on the Sonance rebranding…

[Read more…] about EXCLUSIVE: A Rare Behind-the-Scenes Look at the Sonance Rebranding Decision

Filed Under: Brands, Management, Manufacturers, Marketing, People, Strategy Tagged With: Ari Supran, branding, brands, Dana Innovations, design, Jason Sloan, Ken Rabe, Liz Birch, logo, Sonance

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Ted Green Bio

A former dealer, manufacturer, distributor & more. Focusing on business strategy, my goal is to help you make better decisions for greater success.

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