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And in 2018 boss Guru Gowrappan announced that Oath would be no more; Verizon’s collective media outlets would be called the Verizon Media Group from 2019.
Google to Alphabet
Google became the largest subsidiary in a new holding company called Alphabet in 2015 as part of a restructuring at the tech giant. The company said that the rebrand was an ode to language, “one of humanity’s most important innovations”.
The move was supposed to bring more transparency to its business, especially regarding its experimental projects, but the company faced some difficulties when it was revealed that BMW already owned the trademark and alphabet.com domain.
Statoil to Equinor
In 2018, Statoil, Norway’s largest company, rebranded in order to drop “oil” from its name as its sought to diversify its business and attract young talent concerned about fossil fuels’ impact on climate change. The company declared at the time: “Thank you, Statoil, it’s been a pleasure!”
“Equi” refers to equal, equality, equilibrium, while “nor” is for its Norwegian origin.
Royal Mail to Consignia
If it ain’t broke, don’t fix it, goes the mantra. But in 2001, Royal Mail decided 485 years of its name was enough and changed to Consignia.
The change was designed to modernise the company and help it compete with the new kids on the block in delivery services. Its chief executive at the time, John Roberts, said that Consignia encompassed the “full scope” of what it did.
Consignia was universally ridiculed and its chairman Allan Leighton dumped the rebranding as soon as he arrived. The name survived for 15 months in total.
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