It is not unusual for a business or significant corporation to rebrand. Just recently, Augsburg Fortress changed its name to 1517 Media. Seven years ago, the ELCA Board of Pensions rebranded itself as Portico Benefit Services. When rebranding occurs, it often succeeds in polishing the corporate image. Michael King Jr. was born Jan. 15, 1929, in Atlanta, the second child and firstborn son to Michael King Sr. and Alberta Williams King.