Rebranding - Publications - Faculty & Research

01 Sep 2008
News

Reality to News Biz: Drop Dead

rebrand as Gordon Gekko or Lumbergh from Office Space. No, mon frère, I wanted to emerge as a more Rolodexed, numbers-savvy, overall better business journalist. Plus, I’d be riding out a nasty media-sector slump. Three years after my... View Details

Keywords: Roben Farzad; journalism; Publishing Industries (except Internet); Information

23 Oct 2019
News

Understanding Business Firsthand in South Korea

displays in shops to rebranding the product as “Choco House by Orion.” “The first-year curriculum was extremely helpful in preparing us to think about the business scope and challenges that were presented and to come up with solutions to... View Details

Keywords: Global Understanding; Internationalization; Educational Innovation

01 Mar 2023
News

What’s in a Name

injustice in the United States, the company recognized that its name—with associations with the Confederacy—was at odds with its goal of bringing people together. As Chugh explains in the edited excerpt below, the company solicited feedback from the community and... View Details

Keywords: Jen McFarland Flint; Beverage and Tobacco Product Manufacturing; Manufacturing

01 Dec 2015
News

Leading Boston and Beyond

innovative IT department focused on using technology to increase citizen engagement and the efficiency of city services. Their flagship project, the Citizens Connect app (recently rebranded as BOS:311), sends residents’ issues into the... View Details

Keywords: Jen Myers; Executive, Legislative, and Other General Government Support; Government

16 Dec 2020
News

A Creator in the Era of Disruption

way to solve it. Morrell: With this goal and the investments from Omidyar and others, Ruma pivoted and soon rebranded as Mapan, a word that implies something is “financially self-sufficient.” Haryopratomo: What Mapan does is it solves a... View Details

31 Oct 2019
News

Business Success Means Community Success in Wisconsin; GNN Roundup

Bend’s rebranding over its 100-year history, and its Spirit of the Silver Lining Award, which celebrates independent insurance agents for outstanding service to nonprofit organizations in their communities, and includes grant money to... View Details

Keywords: Margie Kelley

01 Jun 2016
News

How Do We Win the Cyberwar?

solved for that as a nation.” Part of the problem, Bonaparte says, is marketing: “We have to rebrand security.” The trick is not just selling it as cool and exciting, but making that message appeal to a broader audience. “Security is... View Details

Keywords: Dan Morrell; illustrations by Victo Ngai

Publications