Government
Jul. 8, 2014
Judiciary decision to scrap bureaucracy's name risky
Experts in branding and communications say the judicial branch's decision to stop referring to its state administrative office could help distance the agency from past controversies. But there are risks to rebanding as well, they said.
Daily Journal Staff Writer
The California judiciary's decision to cease referring to its administrative arm by name is being touted as a way to clear up misunderstandings.
But some say the move is an attempt to rebrand the Administrative Office of the Courts. And while the move is expected to have its benefits, experts say it's also risky.
The bureaucracy - which has been criticized for an expensive technology ...
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