University of Southern California

Turning Sara Lee Into Hillshire Brands Is A Perfect Example Of How Not To Name A Company
August 7, 2012 • Business Insider
Source: 
Business Insider

Business Insider ran a column by Ira Kalb about Sara Lee rebranding itself as Hillshire Brands. The CEO of the company chose Hillshire Brands from under the Sara Lee brand umbrella, in the hope that naming the company after Hillshire would raise its profile. "This seems like an ill-fated attempt to kill the healthy chicken to make chicken soup to feed the sick chicken," Kalb wrote.