Schwan’s, the iconic American food delivery service, shut down. How much was its new name to blame?
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In 2022, Schwan’s rebranded as Yelloh. Two years later, the company shuttered its business.
In a fast-changing world, brands may see the chance to update their logos, visual identities, and even names as a shortcut to keep up with the times. But take a rebrand too far and you could lose everything. That’s especially true for long-running brands, which stand to lose valuable brand equity if they jettison too many assets.