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Want Fries With That Burger? By 2020, You'll Reply 'No to Both'
J.C. Penney's New Logo: Will Its Fourth in Four Years Be the Charm?
How Sears Can Save Itself: Buy (and Sell) American
The Story of a Camel Cape: J.C. Penney Aims for Fashion Leader Status
Is Penney Wise? The Retailer Is the Latest to Risk Rebranding
High-fructose corn syrup could get a new, less maligned name
Gatorade's Rebranding: So Confusing It Requires an Ad to Explain It
What's in a name? In AIG's case, a lot of misery
The Sharper Image emerges from the ashes as a "virtual brand"
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