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October 18, 2011

When A New Name Is Bad PR: A Rebranding Gone Sour

by: in: advertising, branding, Crenshaw Communications, imPRessions

A new name often brings a reputation lift – suggesting renewed relevance or sweetening an unpalatable handle. Which would you rather eat – Patagonian Tooth Fish or Chilean Sea Bass? But beware the rebranding for reputation reasons. It can make news, but not always in a good way. Right now, a bitter battle’s brewing over the…
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