Anatomy of a Rebrand (Part 1 of 3): Should You Dump Your Brand Equity?

If not for one critical decision made in 1997, we'd all be checking our "bmail" accounts and saying creepy things like, "I'm not sure... Let me backrub that and get back to you." Yes, Google went by the name BackRub in its first year of existence, before founders Larry Page and Sergey Brin registered the current name.Read the full article