Rebranding as a Way to Run Away From the Past

When companies and organizations change their name, it is usually an indicator that there is something deeper than a name in play.

Some rebrands are driven by prosaic reasons: perhaps a corporate merger that requires a joint brand identity, or a stale brand image needing a fresh coat of paint.???

Some are driven by social or political pressures, such as the recent case of the “Washington Football Club,” formerly known as the “Redskins” – or with brands that seek distance from a problematic association – such as Altria (formerly Philip Morris) and Xe (formerly Blackwater).?

But on some occasions, name changes leave observers scratching their heads. That’s where it can get interesting.

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