You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract 100,000 Things That Could Go Wrong: Avoiding Missteps in a Global B2B Rebranding Siemens Enterprise Communications Handles Relaunch Challenges By Torsten Raak, Published on March 27, 2014 2 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.