Re-branding is only good when you have some product to sell. All will certainly agree that no matter how good you brand it, you won't be selling shit for chocolate......
As a result, i guess that no Choco-shit salesman could have a good perception of himself and his product unless somebody changed its flavour first......
But in order to change a product to the better you need competent, educated and organised teams of people who work in unison for the common goal.
Is it enough that a mass of incompetent/malfunctioning group of people start perceiving themselves as superior to start making others perceive their "product" as superior?
Apple succeeded in re-branding itself because even when it was a step before bankrupsy, it was still loaded with clever innovative people who had a coultoure of hard work and innovation, plus it got to have Steve Jobs back on its helm.
But I forgot....
Re-branding is what happened in Athens and Greece back in the 2004 Olympics, when Greece successfully borrowed billions of Euros to re-brand without actually having a worth while product.... Well, cool branding did not change the fact that Greece was still trying to sell Choco-shit, and now Greece is even worse from when it started.
So, it is not about re-branding.
It is about redesigning the product, and making it work.
I can only agree with Mr. Economides on one thing:
"when you pay peanuts you get monkeys"
and add to this that you
"really can't pay monkeys anything else than peanuts...."
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