EGO becomes AXE

Chris Moerdyk writes at Marketingweb:

There's a fascinating case history in the making right now with a change of name for one of SA's most powerful deodorant brands, EGO. Last month it changed its name to AXE. Axe is one of Unilever's global brands, available in 62 countries, and collectively it is the number one male deodorant brand in the world.