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Image credit: Benoit Tessier / Reuters

Seven corporate rebrand attempts even worse than 'Oath'

There are neither enough faces nor palms for this.
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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 | 7 Photos

Verizon owns Engadget's parent company, Oath (formerly AOL). Rest assured, Verizon has no control over our coverage. Engadget remains editorially independent.

Andrew has lived in San Francisco since 1982 and has been writing clever things about technology since 2011. When not arguing the finer points of portable vaporizers and military defense systems with strangers on the internet, he enjoys tooling around his garden, knitting and binge watching anime.

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