Kraft
How 4 famous rebrandings rate
April 23, 2012: 5:00 AM ETA name change is not always a game changer: A look at four companies that tried to craft a new identity.
By Caitlin Keating, reporter
FORTUNE -- Kraft CEO Irene Rosenfeld recently announced that the company was splitting off an international unit, which will be named Mondelez, a portmanteau of "delicious world." This got us thinking of other notable renamings, either in the wake of a scandal or merger, or -- like Kraft (KFT) -- to reach a new market. How successful were they? We asked real-life Mad Man Donny Deutsch to weigh in.
This story is from the April 30, 2012 issue of Fortune.
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The 50 Most Powerful Women
Boardroom battles and power plays shaped this year's U.S. list, which boasts eight new faces and - surprise! - a new No. 1.
By Beth Kowitt & Rupali Arora
There's been plenty of turmoil atop Fortune's annual Most Powerful Women list. Meg Whitman crashed the party, coming in at No. 9 when she became CEO of Hewlett-Packard (HPQ). (As CEO of eBay (EBAY), she was on the list from 1999 to 2007.) Longtime MPW Carol Bartz lost her job MORE
Sep 29, 2011 7:00 AM ETPosted in: Carol Bartz, eBay, Hewlett-Packard, Indra Nooyi, Irene Rosenfeld, Kraft, Meg Whitman, Most Powerful Women, Oprah Winfrey, PepsiCo, Roslind Brewer, Wal-Mart, Yahoo
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Co-CEO Walter Robb says changes in the way we eat is broadening Whole Foods customer base. Play -
Whole Foods Co-CEO Walter Robb says the secret behind the brands returns are quality and authenticity. Play -
Whole Foods Co-CEO Walter Robb says companies that empower their employees to innovate move forward faster. Play -
Co-CEO Walter Robb says that Whole Foods' policy of limiting executive salaries to no more than 19-times the average employee, instills 'good faith' in the company. Play
