Word: rebranding
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...Gains in South Korea and Japan helped Scotch whisky become the world's most widely exported liquor, breaking the billion-bottle mark as the market grew 6.4% to $3.4 billion. Take that, England. Consignia Consigned After nearly two years and 2 million dollars, Consignia - the meaningless word used to rebrand Britain's Post Office - is being returned to sender. The much-maligned name will be replaced by the traditional Royal Mail, a bargain at $1.4 million. Making Payment Count George Soros, the financier, launched a campaign to prevent billions of dollars of oil and mining payments from being stolen...
...Unless Powell hated instant rice before Beers worked her magic, the analogy is undercooked. The former head of both Ogilvy & Mather and J. Walter Thompson became famous for "branding" products like American Express. Now Beers has to rebrand Osama bin Laden as a mass murderer to millions of Muslims who have never seen a 767 or a skyscraper, much less one flying into the other. She has to do it in languages, like Pashto and Dari, that don't even have a word for terrorist. And all this without having control over Voice of America or Radio Free Europe...
That fight was on Heinecke's turf. Because New York State law governs his contract with Tricon, he will have to win his next fight in his opponent's backyard. If Heinecke wins, he will take whatever damages-award money he gets and rebrand his stores into another pizza franchise. Although Tricon is building new Pizza Huts, Heinecke will still be the big cheese in the local pizza market because his stores are already in the best locations...
...With the trade in "blood diamonds" on the agenda of the G8 summit later this month, De Beers is moving quickly to rebrand itself as a concerned corporate citizen of the world. Still, the company may struggle to contain the market backlash that could result from diamonds' being associated with brutality in Africa. De Beer's spokesman Andy Lamont, speaking in London, sounded a defensive note when pressed on industry responsibility for financing insurgencies. "Diamonds don't kill people," said Lamont. "People kill people." Shopworn NRA slogans won't necessarily mollify a potentially fickle market - De Beers may do better...