Facebook Is Now Meta: 8 Other Companies That Have Attempted Rebranding

Rebranding a enterprise amid a crisis or as a way to sign a change in aim has been a preferred corporate strategy for many years. But does it really assistance corporations get rid of their impression problems, or do shoppers see a identify adjust as window dressing?

In accordance to a single pro, rebranding is normally utilized to update a company’s identify to mirror cultural improvements in purchaser actions or values, as when Kentucky Fried Chicken turned KFC, dropping the “fried” as people ever more seemed for much healthier options. In other instances, brands rename them selves right after mergers or acquisitions, to sign a new course, or to length them selves from destructive publicity.

“The good results of a name change is dependent upon companies educating current clients about the rationale for the identify improve in a way that is persuasive,” stated Jill Avery, a senior lecturer at Harvard Business enterprise School who focuses on brand management. “If the identify transform seems illegitimate, inauthentic or performed for the mistaken motives, corporations possibility injuring their relationships with individuals.”

In the scenario of Facebook, which mentioned on Thursday that it was switching its corporate name to Meta, the draw back danger was minimum for the organization, she mentioned, given that it adjusted its corporate model and not its item brand.

Here’s a appear at a couple of key company rebranding initiatives over the many years and how they fared.

The corporation aimed to breathe clean everyday living into the manufacturer in 2019, when it dropped the term “Donuts” from its identify. Prospects would nevertheless understand its shades and font, but the organization required to nod to the chain’s beverage sales, which accounted for additional than 50 % of its small business.

The level of popularity of its longtime slogan, “America Runs on Dunkin’,” was also a persuasive cause to simplify the model identify.

But the enterprise reported its emphasis on doughnuts remained in position.

Neeru Paharia, an affiliate professor at Georgetown University’s McDonough College of Business whose investigate focuses on brand signaling, claimed that the rebranding permitted Dunkin’ to diversify its item choices. “There was a substantial possibility in the breakfast market place,” she stated. “And but, at the exact same time, absolutely everyone is familiar with if you want a doughnut, that’s wherever you go.”

Just prior to the title transform took impact, Tony Weisman, then the chief promoting officer of Dunkin’ Donuts in the United States, reported the partnership the firm had with customers was related to that involving close friends who are “on a initially-identify foundation.”

In 2001, Philip Morris introduced it was switching the identify of its father or mother corporation to Altria Team, element of an energy to shake damaging associations with the lawsuits in opposition to its cigarette brands.

Steven C. Parrish, the guardian company’s senior vice president for company affairs at the time of the name modify, stated on Friday that the enterprise knew that a identify change would not clear up its difficulties.

“We knew that changing the title was not likely to make all the lawsuits go absent — it was not going to improve the simple fact that persons get sick and die from smoking and that it’s addictive,” Mr. Parrish stated. “But we did imagine that changing the identify would help us explain what the firm was, which was a huge client-items holding business, and not just a tobacco firm.”

Companies rebrand for reasons other than to convert over a new page after public relations nightmares. In 2015, Google reorganized less than a new title, Alphabet, as a way to different its moneymaking property from the unprofitable parts of its organization. The organization is now worthy of $1.5 trillion extra than it was when it was referred to as Google, DealBook described. But it is hard to independent how much of that maximize may be attributable to its name change compared to its changed company framework.

The Alphabet identify change was not the 1st time Google rebranded. In 1996, Google’s founders, Larry Website page and Sergey Brin, known as their organization BackRub — a reference to its capacity to evaluate inbound links that immediate end users from a single website to yet another.

In 1998, British Petroleum P.L.C. mentioned it would obtain the American oil company Amoco for $48.2 billion. Below its new identify, BP Amoco grew to become the premier producer of both oil and organic gas in the United States. After the merger, a new solution to branding aimed to placement the company as an environmentally friendly retailer.

The “beyond petroleum” slogan was born, alongside with a new sunburst logo.

In 2001, BP Amoco turned BP. The simplified identify turned freighted with political and environmental overtones following the Deepwater Horizon oil spill in the Gulf of Mexico in 2010, when officers in Washington used “British Petroleum” and “BP” interchangeably.

Invoking the previous title was found as a “backhanded slap at Britain” at a time when 39 p.c of the business was owned by American shareholders and 50 percent of its board was American.

Some identify modifications have been temporary gimmicks to advertise a new merchandise. In 2018, IHOP, acknowledged for its pancakes, fiddled with its title, pretending to adjust it to IHOb in a campaign to market place a line of Top Steakburgers.

The “b” stood for burgers. It acquired a ton of attention.

“We assumed that folks would have exciting with this, but under no circumstances did we think about that it would get the attention of America the way it did,” a spokeswoman for IHOP, Stephanie Peterson, stated.

In May well 1996, a Valujet Airways crash in the Florida Everglades killed all 110 individuals aboard the aircraft. A month later on, the Federal Aviation Administration shut down the airline indefinitely, citing “serious deficiencies” in its operations. But a spokesman for the airline stated it would return.

As its community graphic struggled, Valujet introduced in 1997 that it was acquiring AirTran Airways and that it would fall the Valujet identify. The name Valujet receded further when Southwest Airways declared in 2010 that it was shopping for AirTran.

The pancake-blend and syrup line formerly identified as Aunt Jemima, which had very long faced criticism that its name and likeness have been rooted in racist imagery, changed its 131-calendar year-aged identify with Pearl Milling Firm. The identify comes from the enterprise in St. Joseph, Mo., that pioneered the pancake combine.

The adjust was initiated past calendar year, after the killing of George Floyd established off protests over racial injustice and a nationwide reckoning above symbols of the Old South and their this means.