#rebranding

#rebranding

CommScope has a long history as an industry leader in networking solutions across a broad portfolio,

Kia America announced a 7% sales increase in 2025 after selling a record 852,155 units in the U.S. last year. It's the third consecutive annual sales record for the South Korean automaker's U.S. division, and the feat was driven by strong sales growth for vehicles like its K4 sedan and its Sportage and Telluride SUVs. Kia's U.S. market share has never been greater.

It's because of social media. Back when I first started about 40 years ago, nobody even knew what an identity system was.

In a bold move that signals a new era for Las Vegas hospitality, the JW Marriott Las Vegas and Rampart Casino have announced a comprehensive property-wide rebrand, officially uniting under the name The Resort at Summerlin effective January 1, 2026. This $75 million transformation represents more than just a name change: it's a strategic repositioning that places food and beverage innovation at the heart of a luxury destination experience.

Douglas Elliman has always been defined by its agents their expertise, their relationships, their entrepreneurial spirit, Passerini said in a statement. Coming back as CMO is a full-circle moment for me, and I'm excited to lead a brand evolution that puts our agents front and center. We're building a platform that amplifies their voices, elevates their visibility and gives them every advantage in the most competitive luxury markets in the world.

"Public television in Arkansas is not going away," ArkansasTV Executive Director and CEO Carlton Wing said in the announcement. "In fact, we invite you to join our vision for an increased focus on local programming, continuing to safeguard Arkansans in times of emergency and supporting our K-12 educators and students."

Under the IQ Fiber brand, ThinkBig Networks serves Maryland customers with its original local team and a 100%-fiber-optic network. The company plans to move forward with its network deployment to additional locations across the Chesapeake Bay and Mid-Atlantic regions. According to the company, with the rebrand to IQ Fiber, former ThinkBig Networks customers will enjoy: IQ Fiber's account portal with account details, billing history, and online support tools Technical support from IQ Fiber's 24/7 in-house support team

How bot activity fueled the rebrand backlash The most interesting part of this story never made headlines - likely overshadowed by the president's comments that turned the rebrand into a politicized moment. What was largely missing from the uproar was the real source of the rapid outrage: bots. According to the Wall Street Journal, bots posing as real users drove a disproportionate share of the social chatter that media outlets picked up.

Yesterday, Altice USA announced it will rebrand as Optimum Communications, Inc., effective today, marking a milestone in its identity as a broadband provider. The company will also transition its New York Stock Exchange ticker symbol from "ATUS" to "OPTU" beginning November 19. According to the company's announcement, the rebrand reflects its commitment to a unified brand identity centered around Optimum, the consumer-facing name that serves millions of customers nationwide.

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.

In time for national seafood month, Kentucky-based chain announced that it's dropping the golden yellow fish illustration for a similarly styled chicken illustration. It's also adding the words "Chicken" and "Seafood" to its lock-up. "Guests have been telling us for years that our chicken is a best-kept secret," Long John Silver's senior vice president of marketing and innovation Christopher Caudill said in a statement. "It's time we let that secret out."

Google is making the gradient "G" its new company-wide logo, according to an announcement on Monday. The new logo first began to surface across the Google app on Android and iOS in May, but soon, the design will begin to appear across all of the company's platforms, marking Google's first big logo change in 10 years. Google separated the red, yellow, green, and blue in the colorful "G" logo it introduced in 2015.

Fidium is now the official name of the company formerly known as Consolidated Communications. Prior to the name change, the provider used the Fidium name as a brand for its fiber broadband service for several years. "Fidium is now the new name and face of our company, representing our fiber internet and network services capabilities across consumer, commercial and carrier lines of business," said a Fidium spokesperson in an email to Telecompetitor.

"It came with some great loyal customers that loved the coffee but the shops themselves needed a lot of work," Alex Nelson recently told Daily Coffee News. "We came in and remodeled all the shops, and with the fresh new looks we wanted a fresh new name that stuck out to people and they could see how much work we had put into them."

Azerion, the leading European digital advertising company, is proud to announce a comprehensive rebranding, unveiling a fresh visual identity, a newly designed website, and a revitalised presence across social platforms, highlighted by the brand's dynamic new tagline 'Everyone. Everywhere'. This rebranding marks a significant milestone in Azerion's journey, reflecting its evolution into a more accessible, globally connected platform. Azerion connects audiences to advertisers using proprietary technology, local expertise, and premium inventory to drive measurable omnichannel outcomes in the places that matter to clients. This refined brand promise is core to Azerion's new identity: combining human connection with digital innovation to help clients succeed across channels, formats, and geographies.

First, changes to the search landscape, which have companies thinking about visibility and LLM citations over SERPs and clicks, are seen as brand marketing efforts. But brands also made news by taking actions that seem to go against their brand values or upset customers. Southwest Airlines, which for years touted "Bags fly free" started charging for checked bags. Cracker Barrel tried to update its logo and faced a backlash from its customer base that threw the brand into national politics.

While I'm not typically a fan of minimalist design, some brands call for stripped-back branding, and one company that's nailing the aesthetic is Blank Street. A Gen Z favourite, the laidback highstreet coffee store knows its customers to a tee, championing chic, lowkey vibes with a deliciously Instagrammable aesthetic. Recently unveiling its slick new rebrand, Blank Street reestablishes itself as a global lifestyle brand, owning its identity as a cult favourite.

"Brand is the thread that connects every part of an organisation together and shows what it stands for," says Tosh Hall, global chief creative officer at JKR. "For Blood Cancer United, that meant creating a brand united for all. That spirit now runs through everything, from the name to the design systems to the behaviours, building unity for the work it does and, most importantly, speaking to everyone touched by blood cancer."

It was supposed to be a simple rebrand or so Cracker Barrel thought. Earlier this month, the 56-year-old southern restaurant chain known for its country-store charm and nostalgic Americana aesthetic unveiled a new look: a minimalist logo, more modern interiors and a handful of new menu items. Gone was the familiar image of Uncle Herschel, the old man in overalls leaning against a wooden barrel.

Back when the dating app first launched in 2012, it was a completely anonymous hookup app - a "quick and safe way to find sex right now," according to one tagline from back in the day. But Pure has since pivoted to what Chantal Pesulima, the app's director of integrated marketing, calls a "full-blown dating app" focused on sexual openness, mutual consent and safety.