I'm not a big fan of opera, but I am a fan of the MET's logo. Simple, memorable, smart, flexible. When they went through their rebrand back in '06, it was said to have been "an initiative of the Met’s new general manager, Peter Gelb". This is always where a great brand begins.

If the chief doesn't see the need, if its not birthed out of change from the top down, if the CEO doesn't have the ‘time' for it, then a rebrand won't be that successful. Branding is about discovering what is true about an organization and holding that up to the light. If those at the top aren't highly involved in a rebrand process, there is little hope of getting to those visceral truths.

A rebrand is not about art, its about good business strategy – strategy on display. And whether we managers like it or not, that's a call from the top.

This doesn't make the process easy, but it will ensure a good and right solution.

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