Re: A renaming analogy

On 9/2/07, Andrew Sullivan <ajs@crankycanuck.ca> wrote:
> In thinking about the renaming issue, I remembered a case that is a
> good analogy with ours: FedEx.

Good analogy.

> The Company Formerly Known as Federal Express changed their name.  I
> can still recall their old slogan: "Federal Express: When it
> absolutely, positively has to be there overnight."  For reasons I
> don't know (but could probably learn if I spent some time doing the
> research), they concluded that they should re-brand as FedEx.  They
> had something going for them in that new name: that's what everyone
> "in the know" _already_ called them.

http://www.vizual.com/resources/nl/Nov03/article1.asp

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