In this episode of the CMO Series Digital Masterclass, Charlie invites Julie Chodos, Chief Marketing and Business Development Officer at Axinn, and Duncan Shaw, Chief Creative Officer at Living Group to guide us through Axinn’s rebranding journey, fresh off the back of its launch. Julie, working alongside Duncan, has just unveiled Axinn's new brand and website and joins the series to share her insights on the entire journey, from setting the project's scope to managing change within the firm. Duncan shares his perspective as a partner in the process, revealing some of the secrets to successfully delivering a legal rebrand that aligns with the organization’s goals. Julie, Duncan and Charlie Cover: Julie’s decision to deliver a full rebrand and how it was necessary in building a strong digital presence Duncan’s insights on what the discovery phase of a rebrand looks like and how to successfully identify the technical elements required  How to align a law firm’s brand strategy with its business goals  How Julie engages partners and manages the change process effectively The role thought leadership plays in a law firm rebrand and when should CMOs consider it Julie’s plans to leverage the new brand in the firm’s business development efforts You can check out Axinn’s new brand and website here.