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Needed or necessary? Its been over a year since I sold TheCity.com to the law firm representing Circuit City, and finally we're beginning to see their brand change. Last weekend in NYC, I walked past one of their Manhattan locations that featured the new signage, and even though they struggle through bankruptcy proceedings, the rebranding campaign continues.

Will the change do anything for sales? I know how much my part cost them, but I'm curious about the entire campaign and have to ask the question, is it worth it and was it really needed?

Are there things that you are doing in business that could be abandoned with little to no ill effects on your future revenues? Are you making decisions based on their impact to your bottom line? Really, are you? Why not? In fat or lean times, all decisions should come back to revenues.

And no, the domain is not yet in use.
Posted by David at 4:54 PM