The BadIn this time of tightened wallets, sales are down and companies are looking for answers. Rebranding may help, but it should never be done without inspired purpose, an executable vision and total commitment. Uninspired changes are a fruitless expenditure and may even hurt your brand.The UglyRebranding is a serious endeavor; it requires strong fundamentals and execution. Yet every now and then, a company will reject the fundamentals and opt for the dreaded logo competition - soliciting work from the unskilled and untrained, which pretty much guarantees that the final product will not be strategically sound, as was the case recently with a popular tourist destination. Designers, branding specialists and marketing teams are trained to provide on-strategy direction and art – while logo competitions open to the masses sometimes replace that expertise with "pretty."The GoodSo who's doing it right? PBS rebranded in September, inviting viewers to "Be More." It took the time (almost a full year) to do the research and to commit to an inspiring new vision. In doing so, PBS stayed true to its tireless message of discovering our world and promoting new ideas, while positioning itself in a bright new light. It is foolish to rebrand without solid reasoning. Make sure you have a story to tell.