USC Annenberg adjunct communication professor Sasha Strauss, who is also a brand strategy consultant, was quoted in a Sept. 19 Los Angeles Times article about the problems and changes Netflix is facing.

Strauss said launching Qwikster, the new brand that will handle Netflix's DVD business, is a mistake.

"Netflix is such a powerful brand that it's a category descriptor, like Kleenex or Google," he said. "Now it's making people form a new relationship with a new brand and trying to justify it purely in business terms."

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