Calculus - 9:14 am on Jun 8, 2005 (gmt 0)

Ahhh, the ubiquitous 'rebranding' at work again.

I'm not saying that this company shouldn't do it but the word 'rebranding' reminds me so much of the similar word 'counselling’. As in on Oprah 'don't worry if you’ve got a major problem ‘counselling’ will sort you out’.

Seems that when all is not well in your personal life 'counselling' is all you need to dismiss your demons. Same with your business, if all is not well then a 'rebranding' will put you back on track!

The word 'brand' has gone too far, what isn't viewed as a brand these days? Hats off to Brain Barwick the new chairman of the English Football Association who's first announcement was to ban the word 'brand' from the head office. As he rightly said, football is NOT a brand, it's a sport and lets never forget it.