What does it really take to reinvent a company in real time? In this episode of B2B No Bull, Liz and Mark Brohan sit down with Commerce.com CMO Michelle Suzuki to unpack a rebrand that didn’t just refresh a name—it redefined an entire business.Facing rapid shifts in e-commerce and the rise of AI-driven buying, the company moved beyond its BigCommerce roots to build a unified identity that reflects a much bigger vision. Michelle shares how her team brought multiple products under one strategic umbrella, aligned leadership around a bold new direction, and launched it all at record speed.But this conversation goes deeper than process. It’s about navigating uncertainty, making high-stakes decisions quickly, and ensuring employees, partners, and customers all understand the story.If you’re thinking about rebranding—or resisting it—this episode offers a clear, unfiltered look at what it really demands today.