What’s in a name? MSNBC, soon to be MS Now, adds to perilous history of the corporate rebrand

As the US cable news network becomes the latest to face ridicule, marketing experts say many months (and hundreds of thousands of dollars) go into firms’ new namesThe Tropicana Crisis of 2009 underlined the importance of a company’s branding.In January of that year, the orange juicemaker, owned by P

2025 August 20, 10:00
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What’s in a name? MSNBC, soon to be MS Now, adds to perilous history of the corporate rebrand

As the US cable news network becomes the latest to face ridicule, marketing experts say many months (and hundreds of thousands of dollars) go into firms’ new names

The Tropicana Crisis of 2009 underlined the importance of a company’s branding.

In January of that year, the orange juicemaker, owned by PepsiCo, changed the look of its cartons. The shiny orange punctured by a straw was replaced by an almost abstract blob of orange juice.