The corporate rebrands that missed the mark

dhita yudha

A shattered Google logo
A shattered Google logo

Fiat Chrysler’s $50bn (£40bn) merger with PSA Group will create a new corporate entity called “Stellantis”, the carmakers announced on Wednesday, a word “rooted in the Latin verb ‘stello’ meaning to brighten with stars”. 

The businesses added that the new title “draws inspiration from this new and ambitious alignment of storied automotive brands and strong company cultures that in coming together are creating one of the new leaders in the next era of mobility”.

It is not uncommon for companies to rebrand, to signify a change in the corporate culture of the company; the leadership team, to communicate a brand’s new vision and message. But some name changes are better than others. Here are some of the more interesting rebrands of the past few years.

Yahoo to Oath to Verizon Media Group

When Verizon Communications bought Yahoo in 2017, it announced that it would bring AOL

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