Worst Rebrand Ever? Initial Thoughts Suggest YES!

17 Feb

Based on World’s Dumbest Rebrand

Absolutely mind-boggling – changing their name from Buy.com to Rakuten.com (and by the way, I had to recheck the page for the correct way to spell it – a reason in iteself that the rebrand is off to a bad start).

One commenter likened the renaming to Google rebranding Urchin to Google Analytics. While I think this comment is irrelevant and ignorant, it leads to a larger thought – maybe the folks at the company formerly known as buy.com have something up their sleeve? Weirder things have happened with online marketplaces and I’m anxious to see the rest of the plan.


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