Rebranding / Mistake / Learning / Examples

http://en.wikipedia.org/wiki/Rebranding
https://rebrand.com
https://blog.rebrandly.com/
http://www.rebrand.com/stuff/contentmgr/files/8132c23e437cbdad2e5f4206e9f782c8/miscdocs/top_20_rebrand_mistakes.pdf
http://www.businessinsider.com/rebranding-failures-2010-3#the-scifi-channels-text-friendly-new-name-is-a-slang-word-for-syphilis-1
http://tutor2u.net/business/marketing/casestudy_rebranding.asp