Mozilla's new branding strategy

Mozilla wouldappear to have concluded that the solution to its problems is anextensive rebranding effort:

We teamed up with global branding powerhouse Jones Knowles Ritchie(JKR) to revamp our brand and revitalize our intentions across ourentire ecosystem. At the heart of this transformation is makingsure people know Mozilla for its broader impact, as well asFirefox. Our new brand strategy and expression embody our role as aleader in digital rights and innovation, putting people overprofits through privacy-preserving products, open-source developertools, and community-building efforts.