When Re-Branding Isn’t

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It was recently reported that the local franchisee of an international fitness center chain would discontinue that franchising agreement.  The reason?  So it could launch and operate health clubs under a new name.

The CEO of this new operation told a local publication, “This is simply a re-branding and signage change.”

By my view, he’s half right. The signs have been changed, certainly, and the walls have been painted. Re-named? Yes, that, too. Re-branded? Not quite. And the distinction is an important one. Continue reading “When Re-Branding Isn’t”