Rebranding proves to be more difficult in the information age. Everyone knows about this name change since it is being reported everywhere and it looks like an admission of guilt.
Remember any corporate rebranding where the press went "hey, this is pretty good actually"? Me neither. My guess is that people just hate change and will rationalize why old>new.
This is a very lukewarm rebranding. It sounds like the kind of thing that is a preface to a second rebranding in the future. Better to do the whole rebranding now, or leave it alone. But a very difficult decision to make internally to the company losing its old name.
Indeed, a rebranding to that seems much saner. Perhaps they fear that such a change can't be forced upon the existing users, which is not an invalid concern either.
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