"I'm usually not a fan of companies rebranding themselves or their products unless there's a compelling reason. And, there is almost never a compelling reason. Sure, inside the company, there are people who think there is a compelling reason, and agencies that bill by the hour will sell you on a number of reasons they assure you are compelling. But of the time its a waste of money, time, and brand equity."
"Then, Eddy Cue, who oversees Apple's services businesses, was a guest on The Town podcast. When host Matt Belloni asked him why the company made the change, Cue's answer was short enough to fit on a sticky note: "We just decided." That's not actually one of the three reasons I listed above, but it turns out Apple's reason was better than I expected. It comes down to maybe the simplest reason of all: when everyone is already calling your product something, just use that."
Rebranding often wastes money, time, and brand equity unless the brand is tied to something negative, is confusing, or the product has materially changed. Apple removed the '+' from its streaming-service name, creating potential naming overlap with other Apple offerings. Eddy Cue responded to why the change was made with a terse explanation: "We just decided." The company rationale emphasized adopting the name already used by most people. The '+' originally made sense when the service launched because Apple used that symbol for other paid offerings.
Read at Inc
Unable to calculate read time
Collection
[
|
...
]