Well for starters,  you can rebrand a company like GEICO.  An anacronym for Government Employees Insurance Company, GEICO began selling insurance to the public over 20 years ago.  In 1995, their ad budget was $31 Million.   Few had heard of them.

Then in 1996, Bershire Hathaway acquired 100% of GEICO and Warren Buffet, not usually known as a marketing or advertising guy poured on the ad bucks, increasing advertising to just over $500 Million.  I might add, that in my humble career, I have never seen such an increase.  It worked.  Today GEICO is the third largest insurance company and spends well over $800 Million a year in measured media.

Is GEICO a Killer Brand?  I am not so sure.  GEICO is a better example of a Dominant Brand, although this judgment could be argued.  What do you think?   Is GEICO choice being driven by a differentiated expectation?  Before you answer too quickly, what would GEICO be with less than $100 Million in spending?  Interesting?  They definitely rebranded themselves.  Even $800 Million would not get droves of people to buy insurance from the Government Employees Insurance Company, even if they saved 15%.