Photo
Well, well, the Evil Empire has blinked.
GW is rebranding its retail outlets in the UK as Warhammer.
Rebranding is one of those panic measures undertaken by management when they don't know what to do. It gives an air of purposeful activity without actually changing anything or attempting to address underlying problems.
Only an idiot abandons a successful, valuable, brand. But imagining that the problems of a toxic brand can be fixed by changing the name is fatuous. Where is Blackwater now?