For a struggling company, sometimes a redesigned logo or the introduction of a new product does the trick. Other times, an entire new brand identity may be the best bet. Of course, it’s important to work to make sure you’ve found the right name for your brand before putting time and resources into making your brand take off and rebranding can be scare.
But if the following list shows us anything, it’s that even some of the biggest players out there realized their name was a roadblock on their path to success.
Here are 10 household name companies that definitely made the right choice in rebranding.
1. Backrub to Google (1997)
You’ll be hard-pressed to find anyone who isn’t familiar with the Google name and iconic multicolored logo, but for almost a year the search engine was called BackRub. When founders Larry Page and Sergey Brin needed to expand beyond their original Stanford University servers, the chose to swap out the name too. You may know that the name was inspired by the number “googol,” but it was actually a spelling mistake when registering the domain, not a creative choice, that led to its current name.
2. Lucky Goldstar to LG (1995)
The LG name has a long history beginning with the merge of two South Korean companies, Lucky and GoldStar in 1958. The two companies produced hygiene products and consumer electronics, respectively, and operated as Lucky-Goldstar for over thirty years. In order to better compete in the Western market, the company name was shortened to LG, leading to the “Life’s Good” tagline and clever smiling face logo.
3. Brad’s Drink to Pepsi (1898)
For a short five years, the popular soda went by the less catchy name Brad’s Drink. The original name came from inventor Caleb Bradham’s last name, and the current name comes from “pepsin,” the enzyme that helps digest proteins in food. The switch was definitely a good move, but Pepsi sounds a lot cooler when you don’t know where the name comes from.
4. Sound of Music to Best Buy (1983)
In 1983, Sound of Music was a humble chain of seven electronics stores specializing in high fidelity stereos. Today, there are over 1,000 locations nationwide, and stereos are just one of a long list of electronics for sale. As the company grew and their merchandise offered expanded, the switch to Best Buy was a great, necessary transition.
5. Blue Ribbon Sports to Nike (1971)
In one of their first ad campaigns after adopting the new name after the Greek goddess of victory, Nike stated “There is no finish line.” In a direct response to their old name, Nike suggested their bright future ahead and prospective goals. Today, the name and swoosh logo are one of the most recognizable brand identities around the world.
6. Pete’s Super Submarines to Subway (1968)
In 1965, Subway founder Fred DeLuca borrowed $1,000 from his friend Peter Buck. To show his gratitude, DeLuca named his first sandwich shop after Peter. The pair went on to run the shop together, but changed the name after finding little success under the original moniker. Now, Subway is the the largest restaurant operator in the world, with 44,852 restaurants in 112 countries.
7. AuctionWeb to eBay (1997)
This name change came from outside forces, when founder Pierre Omidyar realized media coverage of his auction site frequently referred to it as eBay, the name of his umbrella company. The original eBay Internet housed four sites: AuctionWeb, a travel site, a personal shipper site, and a site about the Ebola virus. Only the first had much success. As a result, Omidyar officially changed the name to the one people already were starting to call it.
8. Phoenix to Firebird to Firefox (2004)
The free, open-source browser went through a series of subtle name changes before finally hitting the jackpot with Firefox. When it first appeared for public testing in September 2002, the name was Phoenix, but less than half a year later a trademark dispute began with BIOS manufacturer Phoenix Technologies. The name was then tweaked slightly to Firebird, another name for the mythical phoenix. More naming disputes took place over the next year, and in February 2004, the name Firefox was finally chosen.
9. Jerry’s Guide to the World Wide Web to Yahoo (1994)
Another search engine that started at Stanford, co-founders Jerry Yang and David Filo were still PhD students when they started what we now know as Yahoo. The root of the original name is obvious, while the current one stands for “Yet Another Hierarchical Officious Oracle.”
10. Research in Motion to Blackberry (2013)
Research In Motion was already a success when the name was switched to Blackberry in 2013. Although the first first device to carry the BlackBerry name was the BlackBerry 850, an email pager introduced in 1999, the company didn’t officially the name of its best-known product until 2013 as part of a larger comeback plan. Unfortunately, this case shows that sometimes more than a new name is needed to bring a struggling company back to action.
Facebook Ads Manager MIGHT suck less this Black Friday
(BUSINESS MARKETING) Facebook needs to look again at one of their business features that seems necessary for people who want to advertise for black friday
Facebook Ads Manager is an unavoidable beast for most business owners. It’s not as user friendly as Facebook likes to claim and sometimes it breaks down right before a major sales season. Fun times.
With Black Friday and Cyber Monday just around the corner, Facebook has launched a new status page for the Ads Manager platform. In a brief post to their business page, Facebook stated, “We know that having timely communication is important, especially when it comes to platform outages that affect your ability to manage campaigns on Ads Manager. So, we’re introducing the Ads Status Page to keep you informed about any disruptions to our services”
Ad buyers will now be able to visit the page to check for current issues on the platform. Facebook is providing an active status on Ad Creation/Editing, Ad Delivery, and Ad Reporting. So, next time you’re sitting at your desk fussing over a campaign glitch wondering, “What’s the problem here, me or Facebook?” you can pop on over to the status page and get your answer. And no, we can’t believe this didn’t already exist either.
This new status page is just one of many efforts Facebook is pursuing to quell advertisers increasingly public complaints about the performance of the Ads Manager platform. Facebook is planning to provide increased chat support for small business owners and “around the clock” support for larger advertisers during the holiday season. Facebook will also notify advertisers if there is a significant shift in key metrics such as cost per result, amount spent, impressions, reach, and results.
It’s no secret that Facebook has been getting some bad press as of late for their lack of transparency. The introduction of new tools, like the Ads Manager Status Page and the Brand Safety Controls which give advertisers more control over where their ads are run, are all part of Facebook’s attempts to be more transparent with both users and businesses.
Only time will tell if these changes will actually provide a significant benefit to advertisers or if we will continue to see huge technical difficulties during the holiday season.
Hear me out – Google Alerts but for Facebook Groups
(TECH NEWS) Groouply is a new App that helps you find out what people are saying about your business in facebook groups, even closed groups
Mike Rubini, an Italian developer focused on a portfolio of software-as-a-service offerings, recently announced the launch of a new Facebook tool, Groouply.
(Note: Groouply is not to be confused with the educational forum Grouply, the community management app Grouply, or the now-defunct company Grouply, which developed social networking and online forums for small businesses.)
Groouply lets you monitor Facebook groups for keywords of your choosing. Depending on how it works, this could be a big deal. There are plenty of online trackers. In fact, there are two or three distinct industries built on collecting and processing the vast amounts of information we generate online. SEO, social media management, and big data processing have all developed into large industries with their own dedicated firms, tools, language, and (in big data’s case) terrifyingly powerful hardware.
But so far, Facebook Groups haven’t been a point of focus. You can check search engine results pages, Reddit, Hacker News, Twitter, and public FB posts. But automatically notifying a user about specific mentions in FB groups is something new. The developer claims the tool can even collect data from closed groups.
The potential applications for this are striking. You could get a sense of who’s talking about your company, and what they’re saying. You could make course corrections based on how you’re perceived. You could learn about potential markets you hadn’t considered yet. You could step in to discussions about your company to correct misconceptions. (You could also get dragged into some pretty unprofessional arguments, if you aren’t careful. It is Facebook, after all.)
You pick a group and a keyword, as well as the frequency of your email updates. Options shown in the demo video include daily and hourly. Once you’ve set up the account, the company takes 1-3 days to set you up on the back end, and then you’re good to go. At the current pricing, a $99/month account lets you track 10 keywords across 5 different groups.
Some folks have raised concerns. People have inquired about how the tool collects the data, wondering whether it’s compliant with Facebook’s terms of service. Others have expressed hesitation over the price. Paying $99/month for online marketing tools isn’t unheard of. The popular SEO research tool ahrefs charges $99/month for their basic package, and claims that their $179/month package is their most popular option.
But ahrefs offers a week-long trial for $7 so you can test-drive the service. They’re also running a robust, proven service. Your $99/month gets you 500 tracked keywords, updating weekly. It also gets you keyword reports and batch analysis, backlinking alerts, and 10,000 pages’ worth of site audits.
Groouply’s arrival has generated some buzz. When it launched two days ago, it became the #4 Product of the Day on the tech forum Product Hunt. Depending on what happens next, it could fill a much-needed niche in the social media marketing toolbox.
Accessibility to your website could make or break your brand
(BUSINESS MARKETING) Some companies are making sure their websites have more accessibility, and are creating design tools that help simplify the process for other designers.
In August, The American Genius reported that Domino’s Pizza had petitioned the Supreme Court to hear a case it had lost in the Ninth Circuit Court, in which the court ruled that the pizza chain was required to improve the accessibility on their website to blind and visually impaired users.
Last month, SCOTUS declined to hear the case, maintaining the precedent that the standards set forth by the American Disabilities Act (ADA) apply not only to brick-and-mortar business locations, but also to websites.
The decision was a major win for disability rights advocates, who rightly pointed out that in the modern, internet-based age, being unable to access the same websites and apps that sighted people use would be a major impediment for people who are blind or visually impaired. Said Christopher Danielson of the National Federation of the Blind, “If businesses are allowed to say, ‘We do not have to make our websites accessible to blind people,’ that would be shutting blind people out of the economy in the 21st century.”
Although legislators have yet to set legal standards for website accessibility, the Domino’s case makes it clear that it’s time for businesses to start strategizing about making their websites accessible to all users.
Many companies worry that revamping websites for accessibility will be too costly, too difficult, or just too confusing given the lack of legal standards. However, some forward-thinking companies are going out of their way to not only make their websites more accessible, but to create design tools that could help simplify the process for other designers.
A great example is Stripe.
If you have an online business, you may already be using Stripe to receive payments. Designers Daryl Koopersmith and Wilson Miner take to the Stripe blog to detail their quest to find the perfect and most accessible color palette for Stripe products and sites.
Color plays into accessibility for visually impaired users because certain color contrasts are easier to see than others. But making Stripe more accessible wasn’t as simple as just picking paint swatches. Stripe wanted to increase accessibility while also staying true to the colors already associated with their brand.
Our perception of color is quite subjective; we often instinctively have strong opinions about which colors go well together and which clash. To make matters even more complicated, existing color models can be confusing because there is often a difference between how a computer mathematically categorizes a color and how our eyes perceive them.
Koopersmith and Miner give the example that if the human eye compares a blue and a yellow that have the same mathematical “lightness,” we will still perceive the yellow as the lighter color.
To achieve their goal, Koopersmith and Miner created new software that would adjust colors based on human perception and would generate “real-time feedback about accessibility.” In this way, the designers were able to adjust Stripe’s pre-existing brand colors to increase accessibility without losing the vibrancy and character of the original colors.
Not every company can afford to hire innovative designers like Koopersmith and Miner to create new tools every time there is an accessibility challenge. But Stripe’s project shows gives us reason to be optimistic that improving accessibility will become steadily more … well … accessible!
Disabilities rights advocates and designers can work synergistically to set standards for accessibility and create comprehensive tools to achieve those standards. In our highly visual age, it’s important to ensure that no one is left behind because of a visual impairment.
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