Rebranding as a Way to Run Away From the Past
Marco Greenberg
CEO and Co-founder, Thunder11. Author of Primitive: Tapping the Primal Drive That Powers the World's Most Successful People (Hachette, 2020).
When companies and organizations change their name, it is usually an indicator that there is something deeper than a name in play.
Some rebrands are driven by prosaic reasons: perhaps a corporate merger that requires a joint brand identity, or a stale brand image needing a fresh coat of paint.???
Some are driven by social or political pressures, such as the recent case of the “Washington Football Club,” formerly known as the “Redskins” – or with brands that seek distance from a problematic association – such as Altria (formerly Philip Morris) and Xe (formerly Blackwater).?
But on some occasions, name changes leave observers scratching their heads. That’s where it can get interesting.
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