If branding is fundamentally about communicating what is truly distinctive, re-branding is about demonstrating change. This week Iris Creative client Beth Anne Miller, former COO and Director of Development for the Histiocytosis Association talks with Beth about the massive changes the organization was going through that made re-branding make sense. Beth Anne shares the inside scoop on what it took to convince the board, get funding, mobilize the staff and launch the new brand.