As a company, it’s important to focus on making sure your product is fitting into the needs of the market and the demands of customers. You’re constantly innovating and improving. If innovation is built into your DNA like it is at Rockwood, then you will always be on the move as a company.
One of the factors that bring companies to the realization that it is time to rebrand is when the work they produced is steps ahead of the branding of the company. It’s natural that over time this happens.
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