Why do organizations in the behavioral health and social services field decide to rebrand? There are as many different possible answers as there are organizations to answer it, but two common answers are refreshing brand recognition and customer perception. The first one is fairly obvious. If consumers and payers don’t know who you are, then that’s the end of the game—consumers won’t use your services and payers won’t pay you to deliver them. The second one is also extremely important, but often overlooked—64% of consumers say shared values is the most important way to . . .