I don't have time to sift through the New and Improved RC Site (TM) but it's all here -- how to explain the history, the mission, and the charism. If you think I'm being snarky, please know that they are the ones speaking in clear language about "rebranding."
I don't know why Mother Teresa didn't take this route -- think how it would have improved her message, expanded her influence, and increased vocations to her apostolate [sigh]. Communication tools are wonderful, but obviously not the problem. I'm glad they're going to be up front about who they are (usually stealth initiatives were a grave concern) but this Bright, Shiny Mission still hasn't dealt with its methodology, and the leadership that is in place is still closely connected to the Founder. Rebranding the same group is like slapping a coat of paint over that stain where the roof leaks.
UPDATE: Here are the troubling images mentioned in the combox. Note the link that appears to the bishops in the second. Maybe our correspondent could provide their explanation: