Behind the Scenes of a Rebrand

Lisa Sten is CEO of the Palo Alto-based Harrell Remodeling, which is undergoing a rebrand. On this episode of Women at WIRC, Sten sits down with Pro Remodeler Managing Editor Caroline Broderick to give insight into the decision.

"It is a namesake brand, but we're in many ways a different company, and in many ways, the same company," says Sten, who will also be a speaker at the Women in Residential Construction (WIRC) Conference this October.

Listen to learn more about Sten, Harrell's new identity, and being a namesake company.