Nearly every major company has done it – whether it’s introducing a new brand name or logo, or making a slight shift in messaging in order to better communicate a more relevant brand promise, rebranding is an extremely important decision when it comes to a company’s continued growth and profitability. But as skilled businessmen like Dean Kosage know, rebranding can often mean defying the oddsfor the sake of transformation and cohesiveness.

In the business world, rebranding is sometimes necessary for a variety of reasons. More often than not, rebranding is a consequence of a business’s leadership changing hands. Brands are commonly linked to a company’s leader, so a shift in leadership usually indicates a shift in brand management. Furthermore, one of a brand’s most significant challenges is to stay contemporary and fresh. Even the biggest brands in the world must change their brand identity to keep up with the changes in their respective markets. In other words, rebranding is not a way to run and hide from the old, it’s a way to welcome and embrace the new.

Dean Kosage
Dean Kosage

Rebranding was a move in the right direction for Dean Kosage. As a young man in his early twenties, Kosage’s career took off when he began working for Amway, one of the world’s largest MLM companies. Kosage immediately exhibited the tactical and creative skills needed to excel in this industry, and he quickly broke records at the company, becoming the fastest and youngest IBO to achieve the Pearl Level. Even after a brief marriage and difficult divorce, Dean Kosage continued to ascend, eventually becoming an Executive Diamond. It seemed as though nothing could stop him.

A Deeply Personal Decision

And in reality, it wasn’t anyone from the company that diverted Dean Kosage’s professional path – it was his own ambition. Throughout his life, Kosage had always respected the doctrines of freedom and flexibility, which are two things he felt Amway lacked. Dean Kosage finally decided it was time to part ways with Amway, but his close association with the company resulted in him getting caught in the cross hairs of the debate surrounding the industry. Thus, Dean Kosage rebranded himself as Dean Grey in an attempt to step into a new career and fully engage with new opportunities. Like many companies and artists before him, Kosage chose to use rebranding as a way to take back his personal vision and professional desires.