Baffled by Bonvoy? Check Out These 7 Other Branding Failures
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This isn’t the first time a hotel chain has faced criticism for confusing, unpopular or simply unnecessary rebranding. In 2016, Hyatt customers were incensed over going from Platinum or Diamond status within the Hyatt Gold Passport loyalty program to becoming Discoverists, Explorists and Globalists in the new World of Hyatt. In fact, during a Reddit AMA (Ask Me Anything) with Hyatt’s SVP of Loyalty, Jeff Zidell, one customer scoffed that the new tier names sounded like something out of “a children’s reading program,” saying, “I’ll be saying ‘I’m Diamond, or whatever stupid name you call it now’ on the phone and at the desk all year long, in order to avoid even learning those tacky names.”
Coca-Cola to New Coke
Netflix to Qwikster
Tropicana eliminated the orange from its packaging
Public outcry quickly tanked Tropicana sales by nearly 20%, representing approximately $30 million in lost revenue. To make matters worse, competitors quickly capitalized on the brand’s failure by targeting outraged consumers. Just a scant six weeks after the new packaging reveal, Tropicana announced that it would revert back to the original designs.
Sci-Fi Channel to SyFy
Google to Alphabet
Who remembers when Google rebranded itself to Alphabet in 2015? The move was a strategic play to break out Google’s core advertising business from its non-core endeavors. Technically speaking, the Google we all know and use on a daily basis is still the same, and that’s all that truly matters for 98% of us. But we still hate on the new parent company’s childish logo despite the elaborate backstory behind its custom-designed font, and scrutinize its dubious success three years later… whenever we bother to think about Alphabet, that is.
In the scathing words of The New Yorker’s Sarah Larson, “Google took something we trusted and filed off its dignity.” Ouch.
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