Thinking of rebranding? Think again

When it comes to rebranding I have one word for you. Monday. It was in fact a Monday in 2002 that the (then) PricewaterhouseCoopers spun off its consultancy arm under a new brand, the aforementioned ‘Monday’.

The jokes wrote themselves then as they do now and as the BBC news website announced in its obituary on 31 July 2002: “MONDAY passed away quietly on Tuesday after a short but controversial life.” It was a terrible name and a silly concept for a reputable accountancy firm with such a strong history.

Even for a start up, think twice before you undertake a rebrand, consider the value of the business you have already created and the reputation you’ve built in your market. Can you afford to throw all that away because someone suggested you could do with a better name and logo? …

Business with Australia: long distance relationship

In the fifth and final part of the Business with Australia series, I ask New Zealand exporters whether the long distance relationship can work. It’s unlikely to come as a surprise that in business, as in personal life, the risks outweigh the benefits.

New business opportunities unfold when exporters formally commit to export markets and that means feet permanently on the ground.

Jeremy Moon, Icebreaker’s founder and CEO, started exporting to Australia in 1999 in what he says was a natural progression from New Zealand. The brand initially worked with a distributor in the ski industry, but with little success. In 2003, with a new strategy and small account base, they relaunched into Australia as a subsidiary….