Latest in Culture

Image credit:

Seven corporate rebrand attempts even worse than 'Oath'

There are neither enough faces nor palms for this.
Share
Tweet
Share
Benoit Tessier / Reuters

Sponsored Links

Now that the Verizon-AOL-Yahoo! merger is finally nearing its completion, AOL CEO Tim Armstrong took to social media on Monday to unveil the combined organization's new name: Oath. No, seriously. They're calling it Oath. Yeah, like the promise. No, I don't know why either, but that distant rumbling you hear? That's the sound of the revamped moniker being ruthlessly dragged through Twitter by innumerable hot takes.

Yet for as unappealing and clunky as it is to call a company "Oath" -- ugh, like listening to Donald Duck try to order breakfast -- this isn't quite the worst rebranding failure in the modern history of corporate marketing. Here are seven attempts to reinvent a corporate identity that have done more harm than good.

Gallery: When rebranding goes wrong | 6 Photos

Verizon owns Engadget's parent company, Verizon Media. Rest assured, Verizon has no control over our coverage. Engadget remains editorially independent.

All products recommended by Engadget are selected by our editorial team, independent of our parent company. Some of our stories include affiliate links. If you buy something through one of these links, we may earn an affiliate commission.
Comment
Comments
Share
Tweet
Share

Popular on Engadget

You’ll need more than $299 to truly enjoy next-gen gaming

You’ll need more than $299 to truly enjoy next-gen gaming

View
Confused about which console to buy? Just wait.

Confused about which console to buy? Just wait.

View
Apple iPad (2020) hands-on: A better kind of basic

Apple iPad (2020) hands-on: A better kind of basic

View
Apple's latest iOS 14.2 beta adds a built-in control for Shazam

Apple's latest iOS 14.2 beta adds a built-in control for Shazam

View
'Fortnite' made a historic $1.8 billion in 2019

'Fortnite' made a historic $1.8 billion in 2019

View

From around the web

Page 1Page 1ear iconeye iconFill 23text filevr