article_snippet.sent: In marketing terms, rebranding is a strategy to bring a new name, term, symbol or design to an established brand with the aim of developing a new identity in the minds of consumers.
article_snippet.sent: Reframing is a strategy that goes further: it seeks to change how a consumer (or voter) emotionally experiences an established brand.
article_snippet.sent: A rebrand may change how you think about a brand; a reframe may change how you feel about A rebrand.  
article_snippet.sent: Not only a rebrand -- but a reframe.