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Rather incongruously, it is also trying to relaunch itself in a haze of corporate-marketing-speak.
Labour, stressed Miliband, could not survive as a "party of declining membership" but had to relaunch itself as a "genuine community organisation" that embraced non-members.
The IFP, which controls KwaZulu-Natal, is trying to relaunch itself as a party for all South Africa's ethnic groups, not just Zulus.
But on Thursday the caucus is holding a reception to "relaunch" itself, according to Roll Call a cause for celebration if you're a connoisseur of Republican disorder.
And so Sounds and Melody eventually died, leaving only the NME, which now seems to relaunch itself every 18 months in the hope of reliving its glory days.
Once famed only for lomito (steak) sandwiches and fernet (the bitter Italian spirit drunk here as if it were water), the province is now trying to relaunch itself to appeal to the more sophisticated traveller.
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Ratner resigned and the company relaunched itself as the Signet Group.
In May Wonga relaunched itself with new TV adverts aimed at a more middle-class audience.
In past weeks Al Qaeda has relaunched itself, a rebranding that presages a second phase in its war against the West.
Apart from anything else, it makes a mockery of the noble talk of human rights and good government the African Union spouted when it relaunched itself five years ago.
So why is Laziza, a long-defunct Lebanese beer brand, relaunching itself with plans for a grand expansion?The answer lies in a clever marketing ploy.
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