Your brand and identity are what makes you stand out from the crowd and sets you apart from the competition. In a globalized economy, there is a lot of competition and always someone that offers exactly, or something very similar to, what you do. Staying ahead of the curve is a constant endeavor, not a “set it and forget it” type of deal.
Reinventing a company and a brand is something everyone has to do from time to time. There can be plenty of reasons to do that; maybe customer awareness[...]