How to rebuild your brand

When the South Florida Museum opened in Bradenton in 1947, no one questioned the validity of it being southern Florida.

It wasn't until 2007 that a rebranding was in order. Martha Wells, who worked at the museum for 11 years, recently detailed what went into that project, during a conference in Sarasota hosted by the Central West Coast chapter of the Florida Public Relations Association.  

Her experiences there are something of a roadmap for how a company can attack the complicated task of rebranding. In the case of what was the South Florida Museum, that includes a new name: it's now called the Bishop Museum of Science and Nature.