Zimbabwe has many problems, including a wild dog population that's in danger of extinction. But who wants to save an animal with a name like that, or a face that only its mother could love? The rebranding of the once-flourishing species is a great case study for brand marketers. Follow us into the bush as we track the critter's trail as it seeks to shed its bad rap...

Dr. Gregory Rasmussen, a Brit who grew up in Zimbabwe, took a shine to the African canine, which doesn't bark and shares little in common with a modern-day dog. With its habitat under threat and its numbers dwindling, Rasmussen came up with a new name - "painted dogs" - to reposition the mutt and win favor with animal-lovers.Continue reading...

There was a time when the brand name Talbots represented classic fashion elegance, at least among its upscale middle age demographic. The iconic red door graced the brand's retail shops in exclusive suburban strip malls. But now, says The Wall Street Journal, "Talbots must complete a merchandise and image overhaul aimed at attracting younger customers."

The reason is simple: the Talbots image is tired. Even its own customers think so; in a customer survey conducted a few years ago, women 65 years and older thought the brand appealed to "someone older." That could be one reason Talbots has been bleeding red ink in recent years, piling up hundreds of millions of dollars of debt. Recently, though, Talbots eliminated a lot of that debt, and now it wants to reinvest, remodel, and refresh.Continue reading...

Founded in 1992, fashion brand "For Us By Us" became all the rage in its acronym form. At its peak the brand reportedly grossed more than $350 million.

But now "us" is getting out of the business. The company is re-branding itself "FB" and looking to market its new designs as older and more mature. The new brand's first gambit? A "legacy" campaign. It's not a bold move but it is a smart one that just might finally deliver on the founders' brand promise.

Don't call the rebrand a comeback. Seriously, don't do that. In the brand's own words: "Don’t call it a comeback! The brand that sparked a movement of fashion and music fusion is back. In a marketplace yearning for classic apparel, powerhouse FUBU The Collection answered the call. After a seven-year hiatus from the US market to focus on global expansion, the fashion empire has returned to stake its claim as the “All-American” timeless brand, which it is. Out of its storied past, a new generation of fashion and lifestyle has been born and its name is FB. Welcome to the movement!"Continue reading...

With consumer and business travel down, most hotel chains have been ducking for cover. But Carlson Hotels Worldwide, owner of the Radisson hotel brand, is doing the opposite: The company is investing US$ 1.5 billion to upgrade the brand in the US so it's more in keeping with Radisson's global image.

It's an interesting dilemma for Carlson's president and chief executive Hubert Joly. He says Radisson has enjoyed success outside the US because it has properties in many world-class cities that are "stunning." In the United States, however, Radisson Hotels are not regarded as luxury hotels; on the contrary, they compete with mid-range chains, such as Holiday Inns, which recently announced its own program to "contemporize" its properties.Continue reading...

Here's something you don't see very often: a brand outright admitting that its product is crummy. Or, at least, that its product was crummy.

Domino's Pizza's new rebranding campaign openly admits that the brand has become known for sub-par pizza. The campaign also promises to do something about it. From a branding perspective, the transparency is praiseworthy and, well, a little shocking. Historically, and usually with dire consequences, brands have been reluctant to publically address negative news. So good for Domino's for having the confidence and self-awareness to deal with an unwelcome situation. But is being candid enough? Continue reading...

The Zap, Pows, and Kabooms often seen in comic books are about to be drowned out by a distinctly feminine roar. Marvel Comics has just announced that 2010 will be the year of women and will debut a series of “girl comics” which will be written and illustrated entirely by women.

It’s a subtle rebranding effort to help Marvel shake off their boy’s club image. Marvel has been accused of being sexist in the past, particularly in regard to their sexy Marvel Diva publication (video above), and the brand is eager to make itself appear more female friendly.Continue reading...

Gatorade just completed a massive, expensive rebrand, changing the well-worn, well-known "Gatorade" brand to "G." So how's it going?

Time for another rebrand!

Well, not an entire rebrand -- more like a facelift. Less than a year after a comprehensive rebrand, the iconic Gatorade brand has announced that it will spend another $30 million to develop new products and modify its packaging. One of the new offerings will be called Prime, and will feature smaller, 4-ounce bottles. As for the package modifications, Gatorade says the changes will be "more functional."Continue reading...

Car rental company Hertz is implementing a brand overhaul by upgrading its facilities and streamlining its services.

The company will introduce free mobile device widgets in the first quarter of next year, which will allow users to make reservations, find Hertz locations, and receive promotions over the phone. The brand is also offering ''smart'' phone applications that will permit customers to make reservations via their BlackBerrys and iPhones.

Hertz will modernize facilities by replacing most of its signs with sleek LCD screens. These updated facilities will be unveiled in the coming weeks in Atlanta, Chicago, Frankfurt, and Shanghai. Hertz is also in the process of creating a new, more contemporary logo that incorporates the brand's signature yellow color.Continue reading...