HBO’s streaming service has been renamed three times, not five. HBO Go and HBO Now only look like renames because they ran side by side…
A rebrand changes how people see a company or a product. Sometimes that means a new logo and a fresh color palette. Sometimes it means…
Few people read a rebrand announcement closely. They scan it for one answer, which is whether the company they deal with is still the same…
Peloton finished fiscal 2026 with $63 million in net income, its first full year of net profitability. In that same stretch, paid connected fitness subscriptions…
Plenty of what gets called positioning is a tagline with a media budget behind it. A real position names the audience and the rival it…
Every case below has a filing, a press release or a dated news report behind it, one that records the change and the reason the…
A new sign on the building and an updated Google listing have to go live together. As of October 2026, Google’s Business Profile guidelines say…
Gap Inc. announced the Banana Republic rebrand on September 7, 2021, with a collection called The New Look and a positioning it named Imagined Worlds.…
A rebrand makes sense when the name, the identity or the message no longer matches what the business sells or who buys it. It tends…
Studies of announced rebrands don’t agree on whether they pay off. A study of 415 Indian firms found investors reacted positively to announced name changes…
Brand Finance’s 2024 release valued Twitter at $5.7 billion in January 2022 and the renamed X at $673.3 million. That drop came with a change…
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