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2ndSite Murders Own Brand

This is interesting:
Brand Murder Countdown Clock
“Canadian Web 2.0”: company “2ndSite”: is about to “murder” their brand (I’m assuming this means a rebranding) and they’ve chosen a rather unique and public way of doing it.
The company has a countdown web site called “Brand Murder”: that offers e-mail sign-up and an RSS feed in advance of what looks like an 8 episode mystery they’ll be running.
2ndSite founder “Michael McDerment”: has been “dropping hints”: and “I’ve been picking them up”:
Was it Mr. Ajax in the Bar with a Calculator?