Joe Shorokey, CEO of Alta Care Group joins George Farris, CEO and Senior Brand Coach at Farris Marketing, to talk about rebranding non-profit organizations — and specifically, Joe’s organization, which had been known as D&E Counseling for over 40 years. They review the pros and cons of rebranding and the biggest obstacles to rebranding — including the big one: fear. Joe explains how he finally pulled the trigger on the brand name change and the positive outcomes from the change. Together, Joe and George share plenty of lessons that can be learned by other non-profits considering a brand name change or update.