On Rebranding

This headline on a Twitter tweet caught my attention this morning: «The ISIS view of Jabhat al-Nusra’s rebranding». It was accompanied by an image of a purported al-Nusra terrorist wearing a headband or keffiyeh adorned with the American stars and stripes.

But, «rebranding«? What a strange world. Decades ago, my old law firm, Thelen, Marrin, Johnson & Bridges, decided it was time to rebrand. Thousands of dollars were spent on a consultant and the firm’s partners were deluged with various phrases and terms from which to choose intended to rebrand the firm. Ultimately, It all came to naught. It was a waste of money, time and energy.

More recently, while I was at California State University, the chancellor decided it was time to rebrand. A new logo and color scheme were created, dollars were spent, and consultants were likely engaged. Colorful post-it pads were distributed and at least we were able to use them. But I do not think the rebranding accomplished very much for the institution.

Perhaps rebranding will help al-Nusra. It is apparently trying to distance itself from al Qaida these days. But I question whether its campaign will be any more successful than those I described above.

Meanwhile, I find it strange or worse that what we used to call, decades ago, Madison Avenue advertising techniques have seriously infected the worlds of education, legal services, and, now, terrorism.

Like what you read? Give Donald A Newman a round of applause.

From a quick cheer to a standing ovation, clap to show how much you enjoyed this story.