News commentary
What’s in a name? MSNBC, soon to be MS Now, adds to perilous history of the corporate rebrand
As the US cable news network becomes the latest to face ridicule, marketing experts say many months (and hundreds of thousands of dollars) go into firms’ new names
The Tropicana Crisis of 2009 underlined the importance of a company’s branding.
In January of that year, the orange juicemaker, owned by PepsiCo, changed the look of its cartons. The shiny orange punctured by a straw was replaced by an almost abstract blob of orange juice.
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Related Knowledge Center: State of the business model
State of Play
The traditional journalism business model has long since collapsed, and news organizations have shrunk or disappeared entirely. While a number of promising experiments are under way, the public has not shown a willingness to buy what news organizations are selling.