In November of last year, I cited an article by Al Ries in which he noted that advertising agencies and market strategy companies automatically want to rebrand your products and company to justify your having hired them.
One way to tell whether the agency gives you good advice is to assess whether they recommend narrowing the scope of your brand. By far the most pervasive problem with brands is that they are not sufficiently focused. Therefore, chances are your agency should be recommending that you narrow your message. The effort should be a renarrowing effort, not a rebranding effort.