We put the finishing touches on a rebranding effort at work, today. It's a project that we've been working on quite a long time indeed, with two steps forward on a given subject followed a surely by one step seemingly backward. But there's nothing wrong with doing things the long, hard, stupid way when you're trying to create something of lasting value. In fact, it seems to be required. All the right internal stakeholders are certainly invested in the new product name, new company logo, etc.
I sure learned a lot from all of this.