You can understand the rationale when Kentucky Fried Chicken abbreviated to KFC. Fried...bad. KFC cool. I researched a bit and found some other questionable rebrand decisions. This one definitely tops the list. The Sci Fi channel in the States decided to rebrand itself as SYFY. When it was revealed to them, that was street urban language for syphilis, they had a rethink. One of the bigger head scratchers of recent rebrand history was Pepsi's process to modify their logo. They spent over a million dollars to come up with something that looks like it could be a logo for a new basketball league.
Great marketers know that you can create something from nothing. But turning something into nothing with a brutal rebrand is a skill all unto itself.
With over 30 years experience, Tim McLarty currently works out of Toronto Canada as a writer/voice performer, producer and media strategist producing advertising and entertainment content.