Branding conundrum

“Oh you mean KanalOne?,” scoffed another.

“Well, they are one and the same, said the first colleague and pointed to the posting in Kariniya Dharmasaputra’s blog (below) as proof.

“Fine and well,” said second colleague,”but how do you go about rebranding something that had yet to be launched?”

Good question. Is a brand a brand if its not been made public? And is rebranding a puffed up fancy word for saying, “er, we changed our minds and decided to change the name”?