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The article focuses on the use of the word, north, in the rebranding of Minnesota.

The author offers insights on brands that need rebranding. He discusses the difficulty of the workers at McDonald's food chain in dealing with corporate management's expansion of its menu, the change in the name of the plus-size clothing section at Kmart and the problem facing brands under the company of U.S. President Donald Trump.

This article offers ways on rebranding the U.S. Democratic Party to win back the majority in the U.S. Congress in 2018. It discusses factors that make it difficult for Democrats to win elections, the need for Democrats to make millions of brand representatives, and the need for the Democratic party to connect with others in their community and determine ways to fight fascism in their community.

The article discusses rebranding of the magazine "Ad Age," including improvements in the magazine's design and the redesign of its logo.