March 2012

What’s in a Name? Kraft’s Distasteful Rebranding

Kraft, one of the great global brands, wants its snacks business to be known henceforth as Mondelez International. Yes, Mondelez. That’s “Mond” from the Latin for world. And “Delez,” which rhymes with disease. Pronounced “mohn-dah-LEEZ,” the new name is actually supposed to suggest delicious world, but the concoction is unappetizing.  The P.R. brigade rushed to explain that the company’s products aren’t going to be rebranded. Mondelez will just be the corporate name, in the background, on the back of the package. In small type. You’ll hardly notice it. Read more
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