Why top-to-bottom rebrands are all the rage

Even before a serendipitous ad buy on the first season of the hit podcast “Serial” catapulted MailChimp into mainstream public consciousness, the email-marketing platform had been quietly growing share. Over the next four years, acquisitions of competitors and a campaign filled with sharp wordplay from Droga5 pushed the young brand to more than half a billion dollars in annual revenue.But by 2018, MailChimp had grown bigger than its initial aspirations. In preparation for a relaunch