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emfkJan 16, 2011
I recall the fiasco that was the "new" Coke versus the "classic" Coke.
realcoolguy9022Jan 16, 2011
I recall Digg v4 vs Digg v3.
amaoicanJan 16, 2011
I recall central park in fall.
bigtime2Jan 17, 2011
My god, that was a big one, except Digg decided to keep the v4 instead of going back.
chrisvazquez1Jan 16, 2011
I heard that in blind taste tests that New Coke was usually the preferred cola to Classic Coke and Pepsi. I'm sure that it was just the sense of familiarity that caused the New Coke fiasco. It's a shame that the Coca-Cola Company used that opportunity to change to high fructose corn syrup even though most consumers noticed the taste differences from the original Coca Cola and Classic Coke in regard to using different sweetners. Damn you corporate shills!
whatever01Jan 16, 2011
Wait - wasn't the switch to HFCS the real purpose behind the New Coke fiasco? Give them something new, take away what they are used to, then admit you made a mistake and give them something that's almost like what they are used to -- but a whole lot cheaper. You win, they sort of win, and everyone claims victory....
amaoicanJan 16, 2011
That's a theory but as theories go it sounds a little tin-hat-ish.
triple110Jan 16, 2011
In my opinion, rather than let the consumer pick what the overall symbol of the company is, they are trying to force an opinion in hopes it will catch on. These companies also try to use "re-branding" as a way turn over a new leaf or get the public to forget the "sins" of the past.
But that's just how I see it...take it for what its worth
PlayFreeRideGamesJan 16, 2011
Working in social media really means finding ways to connect with your users. It's a challenge but also very rewarding and fun. This is a great article that reinstates this point.Comment is buried, click here to see the rest.
cuoopsJan 16, 2011
Speaking of Starbucks - http://www.media.rice.edu/media/NewsBot.asp?MODE=VIEW&ID=15216
puppyadayJan 16, 2011
I've studied rebranding in my public relations program. It's a change of more than just the logo; the whole point of it is to help the public see that the company has changed or is reinforcing its values, to show that it's current or "hip" and to bring itself attention and publicity. Obviously in the cases in this article, the people protesting the logo changes just can't handle the change and perhaps think that the product or service will change along with the logo.
goweigusJan 16, 2011
getting plastic surgery to try and get more people to look at you isn't hip
:(
adamsmith0333Jan 16, 2011
Rebrand may be result of declining position of the product.Cyberkraft Technologies is a global IT-Solution provider and consultant company,with a wide range of software and technological services along with state-of-the art technologies. In the past few years we have also developed customized solutions which help organizations to run their business smoothly to achieve their goals. http://cyberkraftech.com/Comment is buried, click here to see the rest.
NewsMeBackJan 16, 2011
First, we are creatures of habits and second, not every change has to be a good one.
nitrojunky24Jan 16, 2011
who the f cares? get a fn life
amaoicanJan 16, 2011
I already have a FB life. Why should I pack up and move to fn?
bigtime2Jan 17, 2011
Don't read it if you don't want to.
hdrkidJan 16, 2011
new coke is it.
liquidstarsterJan 16, 2011
great insight
liquidstarsterJan 16, 2011
great insight
eraptorJan 16, 2011
While I'm sure there are some positives that can come from re-branding, too often it's an effort towards overcoming a tarnished brand.
As an example consider the acquisition of Wachovia by First Union, after the merger the combined bank was renamed Wachovia even though First Union was the purchaser. Why? Because the First Union brand was badly tarnished as a result of their business practices, while Wachovia was a widely respected institution in the community. Tragically, Wachovia/First Union's senior management team never learned the inherent business lesson of predatory business practices and maintained the course. That's why, today, that same bank goes by a different name...Wells Fargo. In the end, "Wachovia's" business practices led to its collapse.
So folks, remember this lesson, rebranding doesn't help a company if its business practices are responsible for the tarnish. It's a hard business lesson to learn, but worth remembering.
darwininmotionJan 17, 2011
Or it's just to re-position the company so they can charge more eg. Lucky Goldstar => LG
eraptorJan 17, 2011
That's a whole other can of worms, but I'm with you on the issue. We always hear about the economic benefits of M&A. But, isn't it curious how they never tell the American public WHO stands to benefit?