Most rebranding exercises at big companies are conducted with high paid consultants and designers and executives and focus groups and, well…you get the picture.  They are painful, sometimes divisive, and sometimes they work and sometimes they don’t.But what’s always been true as a consumer or customer is that unless you’re in on the focus groups, you usually don’t know about it until after it’s done.  With an unprecedented level of access to companies for consumers and customers now though, that doesn’t have to be the case anymore.  Now, your customers can be a part of your rebranding experience.  How does that work?I don’t know yet.  But we’re going to find out.  A San Diego based interactive agency, Integral Impressions, is rebranding.  And they’re doing it full blown open kimono.  Co-founder Chris Abad promises that the company will share the entire process with us, the good, the bad, and the ugly…

We’ve decided to publish the whole thing out there for all to see. That’s right, we’ve been inspired by some of Ryan Carson’s efforts and decided we love the idea of sharing with the world. That’s what this Internet thing is all about, right? Between blog posts, Tweets, photos, video, and audio, we want to get as much of it out there as possible.

This is a bit of a risk for Integral Impressions (or whatever they’re going to call themselves).  They’ve made commitments to when these things are going to be done and they’ve published them for all of us to see.  If they miss the dates they’ve set for themselves, that’s something that future clients are going to know about.  If they hit them and do a good job, future clients will know that too.With risk comes reward.  Potential customers will get to see how these guys work, how creative they are, how well they hit milestones, and can judge whether these are the guys they want to have working for them.What do you think?  Good idea?  Bad idea?  Would you consider this level of access for your company?  Anything these guys need to consider going in?Good luck, Chris.  We’ll be watching.