There is no such thing as #rebranding. It means going into “witness protection,” then coming out as something utterly different. #unbranding
Words are cyphers, always.
[When they are meant to impress and confuse, these cyphers are “bullshit” cyphers. By “bullshit” I mean words that are meant to hide the author’s true intention rather than reveal the author’s intention. What the author who suggests that she or he can rebrand your organization is trying to hide: “I cannot do this, AT ALL.” – June 12]
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A colleague writes that “rebranding” often ends up being “debranding,” a process set in motion by poor leadership. In the end, esprit de corps suffers (badly) and money (a ton) is wasted. (h/t PC) – June 12
basil.CA 
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