What role does product roadmap and marketing strategy have on guiding that a product / company rebranding process?

Funny enough, this was completely a Marketing led rebrand. Product roadmap didn't play a role in guiding the process because we already had the right set of products, we just didn't have the right message or name in the market. An important part of this repositioning was strongly signaling to the market that we are no longer just a surveys company. This has actually been true for a while, but even our own customers had little awareness of some of the other products in our portfolio. But it’s hard to convince the outside world that we’re more than a surveys company with a name like SurveyMonkey, hence the change.

• The product roadmap ensures the rebranding aligns with the future direction of the product or company and reflects the planned vision. This fosters consistency and avoids confusing customers.

• The marketing strategy serves as the directions on how the rebranded product or company will be positioned in the market, communicated to the target audience, and differentiated from competitors. It provides a clear plan for executing the rebranding and measuring its success.