Comments on: Face Off: The Essentials of Online Rebranding

By: Domainumzug. Und was da auf einen zukommt. ‹ dreitehabee

Domainumzug. Und was da auf einen zukommt. ‹ dreitehabee — Thu, 03 Jun 2010 19:38:44 +0000

[...] [...]

By: Puntos clave para el web rebranding at

Puntos clave para el web rebranding at — Mon, 21 Apr 2008 15:30:31 +0000

[...] Fuente y versión original en: Information Architecs [...]

By: Effective Selling Strategy

Effective Selling Strategy — Wed, 27 Feb 2008 06:26:45 +0000

Home Selling Strategies for a Normalizing Market

After a solid five year run of record home sales, the market is readjusting itself to a more normal level.

By: Marketers Solutions

Marketers Solutions — Mon, 08 Oct 2007 08:04:40 +0000

Marketers Solutions...

...

By: Marketers Club

Marketers Club — Sun, 07 Oct 2007 08:12:40 +0000

Marketers Club...

...

By: Marketing Tips

Marketing Tips — Sun, 07 Oct 2007 07:56:26 +0000

Marketing Tips...

...

By: Thomas Williams

Thomas Williams — Fri, 14 Sep 2007 06:11:07 +0000

G'day Chris -

Nice article - the comparison of rebranding to "face transplant" seems apt!

One additional comment - arrow keys, pageup, and space bar don't behave as I expect them to in IE6 when reading iA. Have you done something special with them?

Cheers, Thomas

By: Insight

Insight — Mon, 27 Aug 2007 05:22:06 +0000

[...] A company may choose to rebrand itself because of a merger, a bankrupting scandal, or because they simply have outgrown their name. These are solid reasons; however, on the web, rebranding should be considered with the caution of a face transplant. Keep reading… [...]

By: rbmp

rbmp — Sun, 26 Aug 2007 19:33:13 +0000

@carlos: so we have to do it when is extremely necessary.

Sure, but beware of not doing it in a rush!

A company I worked for had to change its name after a two-years lawsuit obviously lost from day one. Still, the management "managed" in a three months time-frame : - to announce the name change "intention", asking employees for candidates name; - to disclose the elected name to employees (even those in charge of the rebranding and technical moves - dns, web sites, etc.) about one week before public disclosure; - to dismiss the previous name and give the old domains to the company that won the lawsuit.

Of course, this was a disaster: in sales, in web traffic, in brand management (most people considered that the "old" company just went bankrupt).

So if you believe that you will need to rebrand, start to plan it now; do not wait that you have no other option and too little time.

By: Carlos Eduardo

Carlos Eduardo — Tue, 14 Aug 2007 13:20:12 +0000

I think we need to rebrand sometimes but, as you say, users don't like changes, so we have to do it when is extremely necessary.

Sure, we always have to change, but in the right time!