In September of 2007, the Scottish Executive decided to change its name to The Scottish Government. Apparently, they read too many references like "The Scottish Executive (Scotland’s Government)."
Obviously, naming a legislative authority, "The Scottish Executive" was daft. Attempting to rebrand a government for the sake of a citing symptom is dafter still.
Rebranding is about changing for the better in a relevant way. It's about reconnecting with who you really are as a company, as a Brand and as a group of talented, passionate people.
The French call it a "retour aux sources" or a return to your source.
For a rebranding to work, it has to come from the inside. Superficial changes won’t work by themselves.
As far as the Scottish go, did you hear the Irish originally gave them the bagpipes? The Scottish never got the joke.
More on JDM’s rebranding in the next special edition of ipsumNEWS.