No time for a real post today – slammed at work. But I saw a TV ad last night that made me wonder: Electrasol (the dishwasher detergent) is changing its name to “Finish.” So if you go to http://www.electrasol.com, you get an Electrasol welcome screen. But once you enter, BAM! – you’re in “Finish” land.
Regular readers of this blog will know that I am no big proponent of the importance of “branding,” but why the heck would you take a name with decades of equity and ditch it? Any ideas?