Proof That Not Everything Needs to be Rebranded.

I’m a big fan of branding and — more particularly — re-branding. When a product isn’t selling, it might not be because the product isn’t any good. The flaw might be in the presentation of the product.

But not everything really needs to be rebranded. I’m reminded of this now, as I’m looking at the latest offer on, a site that offers a new deal every 24 hours. Here’s their latest bargain:

A ‘three-speed mid-size air circulator”? Sure, it sounds fancy, and maybe even elegant in a weirdly technocratic way. But what’s so wrong about the word “fan”?