We are re-branding famous brands to uncover the values of the organizations and people behind the brands. As such it is a kind of a reverse branding that associates brands with the values they effectively stand for by their intentions, actions and effects caused.

Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.

  • Project Name:.................. Re-Branded
  • Status:........................ Ongoing work
  • URL:...........................


Branding is maybe one of the most important, if not the most important mechanism that keeps our "hamster wheel of economic growth" turning. Companies are investing millions and billions to build brand recognition and to associate brands with values. At the end of the day companies make people believe that if they buy a certain brand they would eventually become a little like the values the brand is associated with: Successful, sexy, wealthy, smart, athletic, innovative, altruistic or whatever the brand stands for.

We believe this is a "mirage". The "funny" thing: Consumers pay for their self-deception, as the tremendous costs to build brands are included in product and service prices! An Example: If an airline pays 100 million USD as a sponsor to a football club, which is then used to transfer the "best" football player, consumers pay for it with their flight tickets. So basically consumers pay for their self-deception!

Does this sound like a "land of milk and honey" for companies? Why do you think that many of these companies and their share holders got incredibly rich?

Do you have an idea for a re-branding? Or do you want to re-brand a brand for us?

We are looking forward to receive your inputs

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