The digital world offers people the opportunity to reinvent themselves. Anyone who has ventured into the world of online dating can speak to the creative ways individuals reimagine themselves through profiles that speak more to aspirations and desires rather than reality. But does the Internet offer companies, organizations and institutions this same opportunity? Can McDonalds suddenly become a five-star gourmet restaurant offering artisan cheeses, specialty meats and exotic ingredients despite its brick and mortar fast food franchises that are ubiquitous across the United States? Can the University of Phoenix become Harvard University simply by calling itself such? Alternatively, can a Black newspaper decided one day that it will no longer be a Black paper? If so, what does the paper become? What processes are involved in this transformation?