Director Monica Riva Talley was quoted in the article “Companies: watch budgets and licenses when you rebrand,” published by Managing IP.

“‘The number one most challenging job is to make sure the goodwill associated with your previous brand name continues forward with however you rebrand,’ Talley says.

But she says cases where a company is trying to move away from a certain connotation like that with Aunt Jemima are different. ‘That’s a very different equation if you have a negative connotation with your brand.'”