How to leak your own rebrand, after the rebrand has been announced

Dr Mumbo loves a good leak. You never know when it might happen. Who will leak what? Why will they do it? How will it occur? What crazy shenanigans will ensue as the subject of the leak scrambles to react in an appropriate manner.

It’s particularly interesting when it’s the leak of a rebrand or a repositioning. CommBank did so well all those years ago to build up its ‘Can’ positioning with the various ‘Can’t’ campaigns leaving Dr Mumbo intrigued and confused until all was revealed.

But it’s just not sport when the leak comes from within, and comes after the rebrand has actually been announced.