Branding. Did you know that the Coke brand is worth $78 billion dollars? Did you know that Campus Crusade for Christ has a new brand: "Cru"? "Liberal" which once was a term that stood for individual rights and a wide-ranging education, has now become a discredited term, due to the failure of the Great Society programs, and to the popularity of Rush Limbaugh. Democrats now prefer the term "progressive."
But, as the blogger at To Put It Bluntly writes,
Re-branding is a limited remedy. Ultimately, products – whether Coke, causes, or candidates – succeed on their own intrinsic merits, not through their brand names.
Read more here: http://toputitbluntly.com/2013/01/20/re-branding-for-coke-causes-and-candidates/#more-13