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Book Business Extra: From your perspective, what was the most difficult part of the name-change process?
Raab: All of the above. Really, taking a known brand and turning the downside of losing our name ‘identity’ into an opportunity. There were certainly perceptions about the company ... [including] a particularly unattractive logo, that I welcomed the chance to change. And so, in the end, I focused on the opportunities more than the challenges.
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