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If you think rebranding means “new logo, new website, done”… this episode will convince you otherwise. Michael sits down with Erica Dobbs, CEO of Dobson Solutions, to break down why a company with a strong reputation chose to rebrand and why timing matters when your business matures. Erica shares how her team shifted from speaking pure DoD language to building a more universal message that attracts commercial clients, without demolishing what they already built. They cover the research process, how long a real rebrand takes, why internal ownership beats outsourcing sometimes, and the three-part narrative they built to anchor the new brand: Think Partnership, Think Performance, Think Power. ----- Frustrated with your government contracting journey? Join our group coaching community here: federal-access.com/gamechangers Grab my #1 bestselling book, "I'm New to Government Contracting. Where Should I Start?" Here: https://amzn.to/4hHLPeE Book a call with me here: https://calendly.com/michaellejeune/govconstrategysession
