• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia
Right Arrow Button IconLeft Arrow Button IconHome
Right Arrow Button Iconrebranding

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 Sydney LakeAugust 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 Marco Quiroz-GutierrezFebruary 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 Catherine McGrathFebruary 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 Chris MorrisJanuary 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 Ryan HoggDecember 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 PressNovember 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 Christiaan HetznerNovember 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 Paolo ConfinoOctober 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 BloombergMay 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 Chloe TaylorAugust 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 David MeyerJuly 24, 2023
Wendy's
Retail
A few companies made Facebook’s Meta rebrand moment all about them on social media
By Felicia HouOctober 29, 2021
Beware Facebook, corporate name changes are risky. Remember Qwikster?
Tech
Beware Facebook, corporate name changes are risky. Remember Qwikster?
By Marco Quiroz-GutierrezOctober 20, 2021
2021’s strangest corporate rebranding
Finance
2021’s strangest corporate rebranding
By Chris MorrisApril 26, 2021
Why Dunkin’ Donuts Is Dropping the ‘Donuts’
Commentary
Why Dunkin’ Donuts Is Dropping the ‘Donuts’
By Julie HennessyAugust 8, 2017
1
  • 1
  • 2
2
Most Popular
Big Tech
As Big Tech showers employees with perks to win the talent war, Nvidia built a nearly $5 trillion company by making people pay for their own lunchplaceholder alt text
By Marco Quiroz-GutierrezJuly 1, 2026
Success
MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last yearplaceholder alt text
By Sydney LakeJune 25, 2026
Personal Finance
Current price of oil as of July 1, 2026placeholder alt text
By Joseph HostetlerJuly 1, 2026
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.