What's Good Re Branding?

i got an offer to work with a company. They said wanted me to do a keynote speech. The name of the company was some real, i didn't recognize it. Well, it was good, i guess it was good re branding, right? It's good re branding. I remember reading this one marine major talking about how you would wander through this normal house, and you would open up a door into a bedroom or garage, and it was the silence of the lambs in there. So who's, who's doing that branding? Thats like, who is hiding that from people?"