A couple of years ago Birna Einarsdottir lead the re-branding of Islandsbanki into Glitnir.

Now she is the new CEO of the new Glitnir she is stuck with a broken brand. Actually a disease-ridden brand.

So Glitnir has decided to re-rebrand itself, to Islandsbanki. Is this review-branding? Or rearview-branding?

It cost tens of millions to change things the first time around. Will they go back to the basement for the old signage and posters?

If only Islandsbanki could rebrand its CEO. She is now known as the woman who was supposed to get 200 millions ISK in Glitnir stock for free…or something else they cannot explain all that well.

Related posts:

1. New name – still the same
2. Glitnir – one middle finger firmly stuck in the air
3. Glitnir And Landsbanki Mortgages At A Critical Moment
4. Children Borrowing Money From Glitnir
5. The Trouble With State-Owned Banks