Corporate Name Changes Change the Game or Just Confuse?

It can be amusing when a corporation goes through an identity crisis. Usually a corporate name change stems from the board or owner’s desire to move the company in a new direction or to pretend that they know what the consumer wants. I suppose sometimes they actually do know what the consumer wants, but more often a name change on an established company makes customers go, “huh?” more than anything else.

I think that more often though, companies decide to change their corporate name to get out from under a dark cloud that they imposed only on themselves.

Here are some of the worst of the worst corporate name changes:

The Shack::Radio Shack. This was so bad that I had to write about it in a previous post. While I now know that the company isn’t completely changing its name to the Shack, I still am not quite sure what the company was thinking when they decided it would be a good idea to align their company with a rickety old building. When I think Hi Tech, I’m not thinking about shacks.

Xe :: Blackwater. Earlier this year Blackwater decided that it would change its name to Xe because the Blackwater name was tarnished thanks to a 2007 incident that led to the death of 17 unarmed Iraqi civilians. Thankfully, even after the name change the government did not renew the company’s contract.

Altria :: Philip Morris Co. When the company changed its name on the same exact day that the company was cleared of responsibility for a woman’s smoking related death in late January 2003, it obviously wanted to escape the bad PR it had been getting. However, all that ended up happening was a magnifying glass on the company. Every time customers are reminded about the name change, they are reminded that this is the same Philip Morris they knew and they only tried to change their name to escape responsibility.

SyFy :: SciFi. This one I can’t quite figure out. All the cable station did was change the spelling of the already abbreviated name.

You can read more about bad name changes as well as the worst offender, I’ll give you a hint, it has something to do about the company who changed the name of the Sears Tower…