Supermarket chain Price Chopper announced plans today to rebrand and rename its stores Market 32.

East Coast Supermarket Chain Price Chopper Renaming Itself Market 32

Shoppers in six states used to making a quick run to the local Price Chopper will soon be frequenting a new supermarket, as the company behind the supermarket chain unveiled plans to rebrand and rename the stores Market 32. [More]

Sunbelt Granola Bars Class Things Up, Shrink Bars Along The Way

Sunbelt Granola Bars Class Things Up, Shrink Bars Along The Way

Brad is a daily eater of Sunbelt brand granola bars, so he’s someone who would notice when something changes. As part of a recent rebranding, Sunbelt shrank their bars by quite a bit, increasing the total price per ounce. Reader Brad noticed this and was disappointed. He complained, and got a refund for his trouble. What’s interesting, though, is how the packaging changed in other ways. It’s like the brand got a makeover before it seeks out a classier upscale clientele. [More]

J.C. Penney Employee: 'I Fear We're Turning Into Sears'

J.C. Penney Employee: 'I Fear We're Turning Into Sears'

H. is just an ordinary employee of one city’s flagship J.C. Penney store somewhere in America, but tells us that since the company’s “fair and square” rebranding effort began, things are looking grim. According to H, without coupons to lure them in, the customers just aren’t coming, and quiet layoffs have begun. [More]

New Gap Logo: Next Tropicana-Style Redesign Flop?

New Gap Logo: Next Tropicana-Style Redesign Flop?

The marketing geniuses at The Gap seem to have fiddled around with Photoshop for a few minutes and designed a new company logo that’s as bland and uninteresting as jeans and a black t-shirt. It’s not ugly, but it’s not memorable or creative, either. What were they thinking? [More]

AOL Rearranges Deck Chairs, Introduces New Logo

AOL Rearranges Deck Chairs, Introduces New Logo

Close to severing ties with Time Warner and fresh off announcing that they plan to cull almost a third of their work force by the end of the year, AOL has debuted–why not?–a new logo and branding campaign. The new logo has a variety of backgrounds, but always the new name in a sans-serif font: “Aol.” Yes, with the period. [More]

How Radio Shack's Rebranding Makes It Even More Uncool

How Radio Shack's Rebranding Makes It Even More Uncool

“Names, like fashion trends, often don’t age well,” notes Chadwick Matlin over at Slate’s The Big Money. In this week’s “Broadband” video segment, he looks at Radio Shack’s weird rebranding effort to get people to call it “The Shack,” even though it’s not changing its name, and even though “The Shack” isn’t any better. “Radio Shack has hedged its bets,” Matlin writes, “Splitting its identity in two and not choosing either. What’s worse, neither is especially impressive, or especially modern.”

"ThinkBread" Is A Clever Attempt To Re-Brand Matzoh For The Off-Season

"ThinkBread" Is A Clever Attempt To Re-Brand Matzoh For The Off-Season

This here is a box of Streit’s “ThinkBread,” a “big cracker” that is “ideal for people who prefer an active and healthy life style.” We’re no Talmudic scholars, but we swear this is one big cracker we’ve seen before. Let’s see…. It’s made by Streit’s, a matzoh company. It comes in a matzoh box. It looks like matzoh. It tastes likes matzoh. So, ma nishtanah; what is it?

Pizza Hut Tries To Avoid Blame For Its Pizza, Shortens Name To "The Hut"

Pizza Hut Tries To Avoid Blame For Its Pizza, Shortens Name To "The Hut"

Update: To clarify, Pizza Hut isn’t changing its name. It’s co-adopting “The Hut” is a secondary branding mark, or something like that. (Thanks to William!)

This Dollar Store Taunts You With The Past

This Dollar Store Taunts You With The Past

Can there be any sadder indication of our toilet-water economy than a dollar store that references its own happier, cheaper past? This New York City dollar store has pulled down its old sign, “Everything 99¢ Or Less,” and rebranded.