What's the next step for rebranding?

HECKART: Once you say, 'Okay this is the right opportunity. I have the competencies to add this new value.' Now you need to position your brand with a new story around that new value you can add. And that might be different from where the company and brand has been positioned in the past.

A company has to have new skills before they can help their customers build new skills. But once a [solution provider] has that, they can be on the leading edge of change.