Reclaim the internet: Mozilla's rebrand for the next era of tech

&gt; Another particularly rich source of stupidity in organisations is the deep belief in the power of brands. Many organisations seem to assume that, just by changing the signage, it’s possible to transform the entire company.<p>Was reading this yesterday: <a href="https:&#x2F;&#x2F;aeon.co&#x2F;essays&#x2F;you-don-t-have-to-be-stupid-to-work-here-but-it-helps" rel="nofollow">https:&#x2F;&#x2F;aeon.co&#x2F;essays&#x2F;you-don-t-have-to-be-stupid-to-work-h...</a>

&gt; We teamed up with global branding powerhouse Jones Knowles Ritchie (JKR) to revamp our brand and revitalize our intentions across our entire ecosystem.<p>Engaging in such a rebranding effort is a gigantic red flag for any organization. This is not a good sign at all.

They really are good at burning money for no particular benefit.

Didn&#x27;t they just rebrand to moz:&#x2F;&#x2F;a or something like that recently?

Great to see that Firefox is just a side note for mozilla.

Jesus. The gobbledygook spewed here is remarkable for how in-self-aware it is. Matched, perhaps, only by Mozilla’s total lack of understanding themselves and who their core support is likely to come from.<p>On the other hand, I’m getting my popcorn ready for jwz’s response.