realistic fair value, page-49

"Rare Earths" as a brand is more damaged than Lynas is. It doesn't differentiate lynas from the pack of also ran re companies.. It continues the misformed view in media and financial markets of lynas as a miner rather than being seen as a chemical company or a vertically integrated industrial business, at a time when the whole resource sector is on the nose with investors at the end of the mining boom. Rare Earths Direct is a name for a miner than digs up re and sells it to others to refine.

On the other hand Lynas has really strong brand values even though perceptions of the company may still be negative. A brand needs to be authentic and lynas stands for persistently sticking with a long term strategy and business plans and getting on with building great value in spite of everything thrown at it. I expect it will emerge in time as a heroic brand with a strong corporate reputation for what it has achieved.

To change their brand would be an acknowledgement that they've done something wrong in the past they are trying to run away from.

And yes Ausheads, i'd never put my MBA credentials up as a way to win an argument. I think it devalues the MBA brand in the minds of others. Your opinion has value Timmo. Just let your arguments stand on their merits.