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SPREADING THE WORD (AND FAITH) OF REBIRTH.

Publication: Advertising Age
Publication Date: 01-MAY-06 		Format: Online
Delivery: Immediate Online Access
Full Article Title: SPREADING THE WORD (AND FAITH) OF REBIRTH.(Point)(rebranding)

Article Excerpt
Byline: peter arnell

As I sit and write thinking about the recently celebrated holidays of Easter and Passover, I almost sacrilegiously wonder if the notion of rebirth extends to inanimate objects or concepts, such as a brand. After all, the idea of "resurrection''-and even the term itself-is recognized as much as a business or personal image challenge as well as a belief of faith. Only recently, I gave some of my clients a talk about how we needed to "resurrect'' their brands' image and appeal, how we needed to unearth the secrets of past success and make them relevant for today. It really was quite telling when the words and phrases we were using freely...

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