Seven corporate rebrand attempts even worse than 'Oath'

There are neither enough faces nor palms for this.

Sponsored Links

Benoit Tessier / Reuters
Benoit Tessier / Reuters

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

  • The Chicago Tribune becomes Tronc
  • Google becomes Alphabet
  • Radioshack becomes The Shack
  • Qwickster
  • Myspace: The Timberlake years

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

Engadget’s parent company, Verizon, now owns Yahoo. 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.
Popular on Engadget