If a brand has a bad reputation and this is having a serious impact on its operating results re-branding can ensure that negative associations with the brand can be dispelled.
Despite the assertion of the former CEO, Janet Entwistle (who departed suddenly after overseeing a calamitous I.T project) that a re-branding was not the answer the high command at Peverel Towers decided that such was the deserved toxictivity of the Peverel brand, they needed to change urgently.
So they found a non trading company called Firstport and the new name was launched.
They then did all they could do distance Firstport from being associated with Peverel.
Unfortunately for them they did not bargain for the court case concerning the Gibson Court fire.
The headlines the court case generated could not have been clearer?
FIRSTPORT FINED FOR BREACHES OF HEALTH & SAFETY REGULATIONS RESULTING IN THE DEATH OF A RESIDENT.
So, within such a short space of time, it is the re-branded FIRSTPORT name that is quoted and associated with the connection to the fatal fire.
Now the FIRSTPORT name is as equally toxic as the old Peverel one was.
