rebranding

Cracker Barrel’s first rebrand in nearly 50 years backfired. The company’s stock lost nearly $100 million after introducing a more minimalist look
Retail

Cracker Barrel’s first rebrand in nearly 50 years backfired. The company’s stock lost nearly $100 million after introducing a more minimalist look

By
August 22, 2025
Experts warn MicroStrategy’s high-flying valuation has ‘no rational explanation’—and investors face a double whammy of risk
Tech

Experts warn MicroStrategy’s high-flying valuation has ‘no rational explanation’—and investors face a double whammy of risk

By
February 8, 2025
Michael Saylor’s company rebrands to ‘Strategy’ and calls itself a ‘Bitcoin treasury company’
Companies

Michael Saylor’s company rebrands to ‘Strategy’ and calls itself a ‘Bitcoin treasury company’

By
February 5, 2025
Dell is changing the names of its laptops—and they sound a lot like Apple devices now
Tech

Dell is changing the names of its laptops—and they sound a lot like Apple devices now

By
January 8, 2025
A concept pictue of Jaguar's new Type 00 car.
Retail

Jaguar boss defends rebrand amid ‘Miami Pink’ EV launch: ‘More people have been talking about Jaguar for the last two weeks than for so much longer’

By
December 3, 2024
Jaguar's new brand campaign aesthetic
Retail

Jaguar’s criticized radical rebranding makes consumers question how important products are to their identities

By Laurie Kellman and The Associated Press
November 25, 2024
Jaguar's new brand campaign aesthetic
Companies

Jaguar’s rebrand backfired and is being widely mocked—with even Elon Musk piling on

By
November 20, 2024
Enterprise Mobility president and CEO Chrissy Taylor speaks with Fortune's Ruth Umoh at the Fortune COO Summit
Leadership

Enterprise CEO said only 11% of consumers know the company does more than just car rentals

By
October 8, 2024
Lloyd Dorfman, chair of the Royal Opera House
Lifestyle

London’s Royal Opera House plans a new renaissance starting with a name change — and potential Netflix series

By Sabah Meddings and Bloomberg
May 4, 2024
Twitter headquarters on 10th Street on November 4, 2022 in San Francisco, California. The Twitter bird logo sign on the side of the building can be seen.
Tech

Sad Elon Musk killed off the Twitter brand? Here’s your chance to grab the last blue bird memorabilia as billionaire auctions off everything—including a sign that’s still bolted down

By
August 10, 2023
The new Twitter logo rebranded as X, is pictured in Paris on July 24, 2023.
Finance

X? Oh. Elon Musk’s Twitter rebrand is an assault on the user experience

By
July 24, 2023
Wendy's
Retail

A few companies made Facebook’s Meta rebrand moment all about them on social media

By
October 29, 2021
Beware Facebook, corporate name changes are risky. Remember Qwikster?
Tech

Beware Facebook, corporate name changes are risky. Remember Qwikster?

By
October 21, 2021
2021’s strangest corporate rebranding
Finance

2021’s strangest corporate rebranding

By
April 26, 2021
Why Dunkin’ Donuts Is Dropping the ‘Donuts’
Commentary

Why Dunkin’ Donuts Is Dropping the ‘Donuts’

By
August 8, 2017

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