From the Wire on when to rebrand: Stringer Bell: "What are the options when you've got an inferior product in an aggressive marketplace?" Stringer's Com

From the Wire on when to rebrand: Stringer Bell: "What are the options when you've got an inferior product in an aggressive marketplace?" Stringer's Community College Business Professor: "Well, if you have a large share of the market you buy up the competition." Stringer (shaking his head): "And if you don't?" Prof: "Reduce price and increase market share." Stringer: "That assumes low overhead." Prof: "Of course. Otherwise you operate at a loss. And worse, as your prices drop, your product loses consumer credibility. You know, the new CEO of World Com was faced with this very problem. The company was linked to one of the biggest fraud cases in history. So he proposed . . ." Stringer: "To change the name." Prof: "Exactly.