I don't think the problem is those that "delve into a company." They will find the good and bad. It's those that don't "delve into a company," and have only heard the bad that was the issue. Full information is never a problem. So, I am okay with rebranding. Saying from this point forward things have changed, we are done with the bad. It's also a major marker in the company's timeline which creates responsibilities in the company to fulfill this new obligation. My 2 cents on this.