A post from Marketing 2.0 where I am also a contributor:
I cannot think of another brand that has had the total image change the US is attempting. It’s like trying to turn the Pinto into a Volvo. There’s no doubt that we need a rebranding. While there are no world-wide poll numbers on dissatisfaction with George W., it is safe to say they are at least as low as they are here at home.
Cynics will tell you — not incorrectly — that branding is all about image: New chrome, new font, new scent, new claims. The cynics are correct because they have seen this happen with repeatedly. (My favorite example: Anyone actually believe BP as an environmentally friendly oil company?) (Read the rest by clicking here)