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The Shack.  The Hut. SyFy. There seems to be a new craze among marketing and advertising types, that has lead to complete re-branding efforts, and entirely new design initiatives. Over the last couple of weeks, three well known entities (Radio Shack, Pizza Hut, and the Sci Fi Channel) have undergone fairly drastic re-branding, all in the name of brevity and a certain youth oriented je ne sais quoi. The goal is to appear more “hip”, and to strike a more direct impact into the glazed over consumer psyche that has grown immune to decade old campaigns.  I consider the current Charles Schwab campaign “Talk to Chuck”, to be a prototype for this type of branding and design (and to a lesser degree, the KFC and BK switches of years past).

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