Tag Archives: rebranding

The Stupidest Rebranding Ever?

Well, at least as far as I can tell, this will rank as the top mistaken rebranding effort ever. The new CMO of Flextronics, Michael Mendenhall, has decided the company should rebrand itself as Flex. I do not care that he … Continue reading

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Rebranding works … when it does

Rebranding is a tricky proposition. Too many companies call a brand extension a rebranding, which rarely works because the brand owner wants to keep the old position while staking out a new one too. As Ries and Trout taught us MANY … Continue reading

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ReBrand, ReLaunch, Resign

A while back I posted about the 3-Steps in the CMO’s life cycle: ReBrand, ReLaunch and Resign. I was reminded of those three steps while reading about the battle going on between KFC (formerly known as Kentucky Fried Chicken) and a … Continue reading

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