Rebecca: fantastic introduction to the reasons companies might rebrand.
You might be curious to read more about how my design agency helped a venture-backed company rebrand: https://medium.com/@w4rner/rethink-the-essence-of-a-rebrand-a388b6da624b.
In your framework, it was probably a mix of “3. an unclear brand”, and “1. wanting a brand which can grow into a bigger vision”; but would be curious for your thoughts: please feel free to leave me a response!
Laurence (w4rner) Warner