Province columnist Michael Smyth writes the BC Liberal Party — “searching for any way out of its predicament” — believes a new name might be part of the answer to unpopularity and disrespect.

Christy Clark is not the first troubled leader who thought rebranding would be simpler than focusing on principle based action that builds consensus among interest groups and constituents.

The Guardian reports newly declassified documents indicate that Osama bin Laden, watching satellite TV, became deeply concerned by an apparent loss of support. Confined to the Pakistani town of Abbottabad, he blamed others for tarnishing the reputation of his organization and decided to launch a major rebranding of al-Qaida.