Another day, another traveler removed from a plane for seemingly ridiculous reasons, and a statement from the airline that leaves me scratching my head: ‘Our flight crews are extensively trained to ensure the safety and security of all customers.’

Is that really the best we can do? Especially given the hyper-focus in social and news media right now on how airlines treat their passengers?

Last month, Aria attended the third annual Health IT Marketing and PR Conference in Atlanta. At the show, our longtime client, Rick Weissinger, VP of corporate marketing, at Craneware, gave an interesting presentation on best practices for tackling a company rebrand. We connected with Rick after the show to dig a bit deeper into what a rebrand really is, and why Craneware, a company well-known for championing revenue integrity, chose to give its brand a face-lift. Check out our Q&A with Rick below to learn more about his experience and insights: