Sometimes it’s just time to sunset the brand. And in those cases, it’s the best call to make. And other times, it may be best to just update the brand and drive it into the future. These are the times when brands need to be rejuvenated, updated, and aligned due to new strategic directions of the company, or customer perceptions about the firm. Recent examples would include Apple Computer becoming Apple, or Dunkin Donuts becoming Dunkin. The classic case of a great move was when Federal Express became FedEx, by popular demand as well as United Parcel Service becoming UPS. Other brands take aggressive action and do so out of necessity such as when Arthur Andersen became Accenture. By simplifying and focusing the brand (logo and/or name), two great things can occur: one, the market perceives a change is coming that will benefit them. Perhaps more choices, broader menus, better options. The second great thing is simply that the fresh PR and buzz will get people thinking and talking more about the brand. And that’s always a good thing.