Article: Rebranding

October 3, 2006 by  

Search Engine Watch posted an interesting article about the rebranding of (formerly Ask Jeeves). The interview discusses how Ask survived the dot com bust and is rebounding after a carefully planned resurrection strategy. It’s another example about how to assess your assets and evaluate how much brand equity can be salvaged. Check it out:

Rebranding, Part One

Rebranding, Part Two

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