You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Filling in the Gap of a Rebranding Disaster How Retailer Went From Safe Territory to Danger Zone in Quest for Change By Natalie Zmuda, Published on October 18, 2010 11 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.