FX.co ★ Most unsuccessful rebranding examples in the history of world companies

SciFi → SyFy

In 2009 the SciFi Channel, broadcasting sci-fi movies and serials, became known as SyFy Channel. This decision was taken by the management of the company who expressed a desire to introduce something modern into the SciFi trademark, but they did not take into account the fact that SyFy is the slang name for syphilis. Therefore, a natural reaction to such a rebranding was a wave of indignation from the viewers of the channel. The new name was completely ridiculed in social networks.

RadioShack → The Shack

In 2009 the management of the well-known American company RadioShack, which has been selling electronics for almost a century, decided to change the name to The Shack considering the first part of the title not very modern. However, rather than benefit the company the new name caused clients to associate it with the horror film and in general with the place where something bad should happen.

Andersen Consulting → Accenture

In 2000 when Andersen Consulting cut ties with Arthur Andersen, they decided to change its name to Accenture. According to Time magazine, this was a meaningless step, as the word itself did not tell the client anything. This rebranding can be called one of the worst in history.

Blackwater → Xe → Academi

The rebranding made in 2009 by the American security company Blackwater Worldwide can be considered as even less understandable from the point of view of common sense. Under the new name, Xe Services LLC, the company lasted no more than three years. The second attempt at renaming was slightly more successful, but it wasn't particularly welcomed either. According to the representatives of the company, the name Academi should cause associations with the ancient Greek ideals of the philosophical institute reflecting the changes that occurred in the company.

Comcast → Xfinity

Trying to change the attitude of customers to high prices and low quality of service, the Comcast's management decided to rename itself Xfinity in 11 US states. The result of this innovation was confusion and an absolute misunderstanding of the meaning of the new name. It is worth noting that the opinion of consumers about the company remained the same.

Gap

In winter 2010, trying to change the attitude of customers to high prices and low quality of service, the company Gap, the largest clothing retailer in the US, decided to rebrand without any warning by changing just the font. To the surprise of the management, the new logo was mocked in social networks and adversely affected sales. It is worth noting that the consumers' opinion of the company remained the same. Trying to mitigate the resonant consequences of the unsuccessful rebranding the company returned the old logo a week after the release of the new one.

Tropicana

Tropicana, one of the most recognizable juice brands in the world, also got into the list of companies with experience of unsuccessful rebranding. However, in this case, the company only changed the design of a juice box. It happened in 2009. After receiving a lot of negative feedback, the PepsiCo management subsequently refrained from dramatically changing the design of its products.

Pepsi

Pepsi, whose official logo costs $1 million, spent about $1.2 billion on rebranding, which most customers simply did not notice. The fact is that a white strip was added to the logo the thickness of which varied depending on a particular product. Smiley face, costing a large sum, was considered by many people as a waste of time and money.

Capital One

In 2008 the American holding Capital One added a tick to its logo, which, according to the management of the company, was supposed to attract the younger generation, but became another example of a senseless waste of money for rebranding. This innovation caused confusion among the Nike audience and did not lead to any positive results.