CritterNYC - 2:14 am on Apr 26, 2006 (gmt 0)

I think, perhaps, he's thinking of a true rebrand. Like a company changing its name. One site changes entirely into another. The oldco dot com becomes newco dot com. And oldco dot com is not used anymore and the pages redirect to equivalent pages on the new site.

Of course, people will game that system, though. Someone with a 'content' site about fad A will 'rebrand' to a content site about fad B when fad A starts to fade... taking his PR with him... even though the two sites have nothing to do with each other.

While a good idea for real companies, there's simply no easy way to keep people from abusing it.