When is the right time to evaluate the effectiveness of your branding in the marketplace? Everyday, really. But periodically there are times when a brand needs to be refreshed to continue to stand out in a competitive environment. Establishing and maintaining a consistent look and feel gives your brand instant recognition in the “brandscape”, but without change, even the brightest brands become expected and even invisible. K2MD was recognized nationally and internationally for the unique rebrand of the Lovelace Health System several years ago, but it was now time for a change.