The rebranding of Kraft's (KFT) international ops to Mondelez brings to mind the debacle that...

|By:, SA News Editor

The rebranding of Kraft's (KFT) international ops to Mondelez brings to mind the debacle that the U.K.'s Post Office engineered when it tried to rebrand in 2001 through changing its name to something more exotic-sounding. However, the name chosen, Consignia, was widely ridiculed and ditched just over a year later.