The other day I found myself doing something quite curious – after having placed an item into my grocery cart, I turned around, took it out, and returned it to the shelf. That momentary act wasn’t strange because I’m generally a decisive person — but rather because of what caused me to reverse my actions. My change of heart was prompted by a ½” inch square – or actually, the absence of it.
To marketers in despair, a rebrand may be like a knight in shining armor.
How better to re-awaken the passion for a brand than to create a new name and image?!
Despite the promise of a fairy tale ending, more rebrands fail than succeed. Executing a rebrand is fraught with challenges and requires some rather subjective decision-making. The stories of two high profile rebranding efforts currently underway – the Sci-Fi Channel and Starbucks — prove this point. (more…)
Haagen Dazs just added a new line — Five — it’s billed as “All-natural ice cream crafted with only five ingredients for incredibly pure, balanced flavor… and surprisingly less fat!” (more…)
In dropping the Kinko’s name from its moniker, Fedex
(formerly Fedex Kinko’s) may be losing more than 6 letters and an asterisk. 
The name change (more…)
Matsushita Electric Industrial Co. has officially changed its name to Panasonic Corp (see release.) 
The company also ditched its National brand, (more…)
With all the hype surrounding the Olympics, you might have missed an announcement from JC Penney a couple weeks ago — they launched Xersion, “a new private brand offering the modern lifestyle customer
(more…)