What's in a Name?

"It's challenging to do this at a time when we're experiencing the worst economic setback in any of our lifetimes," Pressendo adds. "But as near as we can tell, the negative economic impact we're seeing is from the economy, not from the rebrand."

Goddard adds that while her biggest concern with regard to pulling off the rebrand successfully was the economy, at the same time, the economic downturn made the rebrand imperative.