We haven't changed the brand, and that's unusual.
"Why would you change the brand?
It just isn't enough to completely change the brand.
This month Kraft Foods, a major competitor to Weight Watchers and the owner of the popular South Beach line of frozen diet foods, changed the name of the brand from South Beach Diet to South Beach Living.
They introduced television advertising and changed the emphasis from the product to the brand.
The stated goal of the campaign was to increase Honda's share of the UK market to five percent within three years and to change the public image of the brand from "dull but functional" to "warm and consumer-friendly", all on a lower marketing budget than their predecessors had demanded.
Liggett changed its Chesterfield brand from a Virginia type cigarette to a burley blend.
He changed the signature to "Sent from my brain," as a way to protest what he calls "brand pretentiousness".
Sustainability is a brand driver that has the power to change the conversation from 'basket case' to 'land of opportunity'.
Many an armchair philosopher over the past few weeks has pondered this concept and now, thanks to a minor tempest caused by upset customers, Apple has changed their iPad branding from "WiFi+4G" to "WiFi+Cellular".
