Marketing Rebranding can work wonders—if there’s substantive change behind it Slapping a new coat of paint on a brand to reinvigorate it doesn’t help much. You have to make a serious, substantive change. By Shel HoltzFeb. 7, 2014 SHARE “Rebranding is latin for bullshit!” @unmarketing Scott Stratten at #nmx see him live right now here: http://t.co/5UxXbKhOHE — René Frederiksen (@rfrederiksen) January 5, 2014 To read the full story, log in. Become a Ragan Insider member to read this article and all other archived content. Sign up today Already a member? Log in here. Learn more about Ragan Insider.