By Thomas Hobbs

Whether it’s Thomson to TUI, RIM to Blackberry or Northern Rock’s transition into Virgin Money, there’s plenty of high profile examples of major brands pursuing a name change over recent years.

However for every success story there’s a Royal Mail to Consignia level nightmare.

While a rebrand might seem like a sensible way to signal a break from the past, experts suggest it can be a “lazy” strategy and that in most cases brands should to rebuild trust rather than take such drastic action.

Readdress consumer relationships

Following a global financial crisis it’s perhaps not entirely surprising to see a Read full story ›

Source: Marketing Week